POOP SHOULD NEVER FEEL PAINFUL (US)
Catchy song, nice illustrations, and funny analogies help the company grow while talking about #2
Brief Description
In order to grow the Colace business, Avrio Health needed to differentiate and reinvigorate their stool softeners in an outsized way.
So, based on the key insight that constipation sufferers experience painful bowel movements, a campaign was created to not only reframe feelings of ‘I can’t go’ to feelings of discomfort when they do go, but to also make an uncomfortable topic something people wanted to talk about.
The winning formula was to make it cool with a catchy, original song played lovingly on ukulele, paired with disarming illustrations of various analogies for the pain of passing hard stools—analogies that were at once charmingly graphic yet utterly relatable.
Pineapples, porcupines, watermelons…
This tune about softening hard, harsh stools was a major strategic shift for Colace Stool Softeners that not only defied category convention, but created a catchy ear-worm as people sang along and shared.
Why is it significant?
It shows an effective method to address a challenging subject and stimulate conversations around it, employing humor and music.
This showcases an innovative approach to healthcare marketing by making an uncomfortable topic both relatable and shareable.