Douglas Pharmaceuticals needed a new campaign for their NZ made product, Phloe. A supplement made with a unique ingredient derived from kiwifruit, to help aid bowel health. Targeting constipation, diarrhoea, bloating and gas, it can be a confronting category to talk about. So, how did we break down the stigma around this taboo subject?

Cue a troop of misbehaving dogs, to bring to life the stresses caused by bowels that are out of control.

Through a 30” and 15” spot we took on a lighter, more distinctive approach to bowel issues, gaining cut through in a traditional and clinical category and encouraging the audience to take back control of their gut health once and for all.

These spots were also supported by a new website and a media approach that prioritised Search over Social to capture the consumers who turn to Dr Google when they’re experiencing any discomfort.

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