Energy BBDO and CoMPANY Films' blunt new campaign flips the fear of treating constipation on its head by romanticising the feeling of having to go and reframing it as a form of self-care
In a consumer study*, nearly 40% of adults claimed to 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. The brand’s humorous new campaign, 'You Deserve A Good Poop', flips the fear of treating constipation on its head by romanticising 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.
'You Deserve A Good Poop' promotes an experience that is gentle, and maybe even a little satisfying. Using relaxing imagery and a soothing, straight-talking voiceover, the campaign surprises viewers with an aspirational take on a subject typically surrounded by stigma. The campaign repositions Phillips’, a challenger brand, as the go-to for relaxing, well-deserved poops.
The new campaign is the first by creative agency Energy BBDO since winning the brand work at the start of 2020. The execution includes a :15 and several other :06 second spots that will run on social and digital platforms.
“’You Deserve a Good Poop’ brings a new sense of honesty to the category,” said Teresa Gonzalez-Ruiz, vice president, marketing – nutritionals and digestive health. “In particular, we are excited about how it subverts the taboo topics of poop and constipation, bringing viewers into situations that feel relatable and aspirational, to rid the shame associated with treating the issue.”
“The campaign is an unexpected reminder of just how good a poop can be,” added Josh Gross and Pedro Pérez, co-chief creative officers, Energy BBDO. “Go ahead, have a good poop, you deserve it.”
Phillips will look to continue to redefine what a laxative experience should be in 2021.
*Market research study surveying 10,000+ consumers aged 25 and older, reported February, 2016