1 in 20 Americans suffers from Hemorrhoids and about 50% of adults 50 and older have hemorrhoids. And yet hemorrhoid care is seen as shameful or embarrassing. And conversations around treatment and prevention are nearly nonexistent. South of the Border is a fun, tongue-in-cheek brand that not only provides “care for down there” but also rewrites the narratives surrounding Hemorrhoids. Humor, puns, and lightheartedness combat shame. The combination of the iconic cowboy and girl with the product rewrites the traditional lone wolf stereotypes, creating the idea that strong, secure individuals can also be real about their pain. Beautiful branding replaces the embarrassment of the product being “discovered” with wanting to show family, friends, and colleagues.
