Poop Should Never Feel Painful

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.