MiraLAX
[Strategy, 2020]
Advertising, well most conversation in general, in the digestive health category almost always relies on bland innuendo, with an occasional touch of toilet humor thrown in. And let’s face it: talking about “not being able to go” isn’t easy. This campaign explored how people experiencing constipation can feel not quite themselves. They get a little “Cranky-pated” or catch a bad case of the “UGHhhhhs.” 

So, we framed MiraLAX as the simple solution to getting a blocked gut back on track. To help break through and connect with a quickly growing internet culture of taboo-slang, we created a whole new set of vocabulary. And we used it to re-frame gut health from a taboo topic to a very real part of your wellness routine. 

To get the message across, we created real characters in real-life situations. In each research-inspired situation, MiraLAX is the answer to freeing your gut, so that your mood will follow. This creative carried over from TV, to all the socials and even OOH applications.

Across all channels we were determined to help the world Reach GUTlightenment.

WARC, Reel Chicago