Work
MiraLAX’s The Gut Gap Campaign
The Overview
MiraLAX commissioned a survey that found women are twice as likely as men to experience constipation. This high prevalence of stress and constipation among American women highlighted the need for stronger consumer engagement and community involvement, which inspired 'The Gut Gap' campaign. The campaign aimed to raise awareness of this important issue through relatable content and humor, while also providing solutions to help address the problem.
THE IMPACT
With the survey revealing that nearly half of women cite laughter as a way to reduce stress, we identified comedic duo Abbi Jacobson and Ilana Glazer from Broad City as the ideal partners. We proactively negotiated a strategic partnership with the pair, best known for their friendship both on and off-screen, to raise awareness of 'The Gut Gap' and highlight women’s struggles with constipation, helping them find the relief they need. The campaign, which launched in January 2024, included multiple touchpoints across digital and social media. Abbi and Ilana co-wrote and co-created the comedic sketch, which became a cultural moment when many fans mistakenly thought it was a Broad City reunion when the ads officially aired. The nostalgic and unexpected reunion with the pair generated significant organic brand love and buzz on social media and in the press around both the product and the 'The Gut Gap' movement. “The Gut Gap” Campaign is a Clio Award winner for 2024.