MUSE Platinum

2021

Poop Should Never Feel Painful

Entrant Company

FCB Health New York, An IPG Health Company

Category

Video - Animation

Client's Name

Colace / Avrio Health

Country / Region

United States

Truth: Everyone poops. Also true: Sometimes pooping can feel painful — but no one was talking about that, until now.

This campaign, created for Avrio Health, leans into potty humor for a purpose: to let consumers know that Colace understands what it feels like to try to pass hard stools and that relief may be just a capsule away.

The campaign, which leverages key consumer data and insights, is a major strategic shift for the brand, reframing the way they talk about constipation symptoms, specifically the pain of going #2 — a true game changer and point of differentiation for the brand within the category.

Rather than speaking to “the inability to go,” which is where much of the OTC laxative category focuses, the campaign stands out with a catchy jingle using metaphors for the palpable pain that makes people dread trips to the restroom. The fun, playful nature of the creative makes the issue more approachable, the brand more memorable, and takes the embarrassment out of a common, human problem - because #2 should be easy to do for everyone.

Credits

Chief Creative Officer
Kathleen Nanda
Executive Creative Director
Laura Mizrahi
SVP, Creative Director
Daniel Mailliard
SVP, Creative Director
Krista Holmstrom
VP, Creative Director
Chris Newman
VP, Creative Director/Art
Erica Thwaites
VP, Creative Director/Copy
Melissa Ludwig
Executive Producer
Nick Schroeder
Executive Producer
Paddy Giordano
SVP, Account Management Director
Teri Fitzpatrick
Account Director
Alex Kaufmann
Account Executive
Kate Buchser
SVP, Group Director, Strategic Planning
Lisa Chait
Senior Strategic Planner
Brian Burr
Director of Marketing - Avrio Health
Lenny Hirsch
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