Phillips’ You Deserve A Good Poop
[Strategy, 2021]
I can’t tell you how fun it was to facilitate research for this campaign. We learned nearly 40% of adults have suffered constipation at some point in their lives. 

Although a common problem, many don’t treat their symptoms because they feel shame around the topic or associate laxatives with bathroom horror stories. Phillips’ not only believes that life is too short to be spent struggling with these problems, but that going should feel good. We constructed a new global brand campaign, “You Deserve A Good Poop,” flipping the fear of treating constipation on its head by romanticizing the feeling of having to go and reframing it as a form of self-care. You deserve to have good digestive health, and you definitely deserve a good poop.

In short, life’s filled with things that cause constipation — diet, stress, age, lack of exercise. And when you need a little relief, nothing feels better than a good poop. Especially when you have the gentle, effective relief of Phillips’.

Using relaxing imagery and a soothing, straight-talking voiceover, we surprised viewers with an aspirational take on a subject typically surrounded by stigma.

Ads of the World, The Drum, Little Black Book, Ad Age