Colace - Constipation happens

Colace - Constipation happens

Constipation Happens

Everyone gets constipated.

Three quarters of women over the age of 30 have experienced constipation, yet they do nothing about it. Either they're embarrassed or they think it's too minor to say anything to their doctor about. There's a lot of suffering in silence. This national TV, digital, and social campaign looks to let them know, in a lighthearted and approachable way, that they aren't alone.

Responsibilities

Research • Strategy • Creative

Ads in this category are notoriously rational and matter-of-fact. We chose a more approachable tone and message to let people know that there's nothing weird about being constipated.

This spot ran ahead of YouTube videos and took advantage of people's easy familiarity with waiting for videos to load:

This series of Hulu spots drew parallels between waiting for ads to end and being constipated.

We expanded upon the idea across social media platforms.

Results