Pepto-Bismol has reported a surge in UK sales following the success of its viral “diarrhoea” TV advert, highlighting the impact of attention-grabbing marketing in the over-the-counter healthcare category.

According to NIQ data, value sales of the gastrointestinal relief brand soared by 297.1 per cent to £19.5m in the year to 16 May 2026. While, pack sales jumped by more than 300 per cent to 2.8 million units.

The spike comes after the rollout of the brand’s musical “Greasy Spoon” campaign, which features a catchy jingle naming common stomach complaints – including the now much-discussed “diarrhoea” lyric.

The advert, set in a British café, has divided audiences but proved highly memorable, driving widespread social media traction and consumer recall.

Industry watchers point to the campaign’s willingness to directly address an often-taboo symptom as a key factor behind its success. By explicitly naming the issue, the advert cuts through the more euphemistic language typically used in the category, making the product’s purpose instantly clear to shoppers.

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The campaign also signals a broader shift in healthcare marketing, where brands are increasingly leaning into humour and entertainment to engage consumers and normalise conversations around everyday health concerns.

Pepto-Bismol returned to the UK market in 2025, and the latest figures suggest the brand is successfully re-establishing itself with shoppers. The strong uplift highlights how distinctive creative, even when polarising, can translate into tangible sales growth.

For grocery retailers, the surge presents a clear example of how above-the-line marketing can rapidly influence demand in the OTC aisle, reinforcing the importance of aligning promotional activity and availability with high-impact campaigns.