Out of all the spaces to expect Buscopan sponsored content, would the Evening Standard’s weekly fashion, culture and lifestyle supplement rank highly on your list? Perhaps not at first
But just because we don’t always see the pain of those suffering IBS — including the models of some of our favourite statement pieces of the season — doesn’t mean it isn’t real and can’t affect anyone from the catwalk to the high street. Through the glamorous world of fashion, Buscopan uses an unconventional space for its brand to break down less glamorous social taboos.
This myth-busting native campaign from the IBS relief brand fits perfectly around ES Magazine’s editorial content, appearing like regular style features to demonstrate how the syndrome doesn’t have to get in the way of ‘everyday style with sophistication’ or ‘a dash of effortless glam’.
The copy even gives a tongue-in-cheek take on the typical fashion commentary readers might find earlier in the magazine, giving insight not only on the names the models are wearing, but also how IBS affects their daily lives and how Buscopan keeps their day running smoothly.