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COLACE Stool Softener
Poop Should Never Feel Painful

RAN IN: United States

CLIENT
Avrio Health

Lenny Hirsch, Chief Marketing Officer
Lenny Hirsch, Senior Brand Manager
Laurie Bradshaw, Associate Director, Insights & Analytics
Beatrice Marini, Associate Brand Manager
Carol Bishop, Associate Director

AGENCY
FCB Health New York, An IPG Health Company *Lead Agency

Kathleen Nanda, Chief Creative Officer
Aliza Marlin, SVP, Creative Director
Erica Thwaites, VP, Creative Director/Art
Melissa Ludwig, VP, Creative Director/Copy
Lisa Chait, EVP, Group Director Strategic Planning
Teri Fitzpatrick, SVP, Management Director
Laura Mizrahi, EVP, Executive Creative Director
Chris Newman, VP, Creative Director
Aliza Marlin, SVP, Creative Director
Alex Kaufmann, Account Director
Brian Burr, Strategic Planning Supervisor
Paddy Giordano, SVP, Executive Producer


FCB Health New York, An IPG Health Company

Kathleen Nanda, Chief Creative Officer
Aliza Marlin, SVP, Creative Director
Erica Thwaites, VP, Creative Director/Art
Melissa Ludwig, VP, Creative Director/Copy
Lisa Chait, EVP, Group Director Strategic Planning
Teri Fitzpatrick, SVP, Management Director
Laura Mizrahi, EVP, Executive Creative Director
Chris Newman, VP, Creative Director
Aliza Marlin, SVP, Creative Director
Alex Kaufmann, Account Director
Brian Burr, Strategic Planning Supervisor
Paddy Giordano, SVP, Executive Producer


Mediahub

Nick Vallante, SVP, Group Media Director


Hornet


Dan Abdo, Director of Animation
Jason Patterson, Director of Animation


Found Objects Music Productions



SUMMARY

To grow the business, we needed to differentiate and reinvigorate Colace Stool Softeners in an outsized way. Based on the insight that constipation sufferers experience painful bowel movements, we created a campaign that reframed feelings of ‘I can’t go’ to feelings of ‘discomfort from hard, painful stools’. Our tune about softening #2s defied category convention, creating a catchy earworm as people sung it, shared it, and admitted its relatability. From copy testing to market chatter and sales results, the campaign exceeded expectations as consumers agreed: poop should never feel painful.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Audio Ads,Digital Mktg. – Display Ads,Digital Mktg. – Programmatic Display Ads,Digital Mktg. - Programmatic Video Ads,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,Interactive / Website / Apps,TV

Language: English