Ogilvy CommonHealth has developed a light-hearted character to discuss the awkward topic of constipation as part of a new campaign for Aspen Pharmacare’s brand, Coloxyl.
‘Stefan the stool expert’ features across the campaign executions, and aims to diffuse embarrassment about the issue of poo regularity by discussing and comparing stools… of the chair variety.
Ogilvy CommonHealth’s creative director, Toby Pickford, said the campaign, which also includes radio, online content, digital ads, and POS materials, is aiming to reach a younger audience that may not be aware of Coloxyl or how it works.
“It’s a stunningly simple, yet very powerful idea, because it tells it like it is. It normalises the problem and offers sufferers a solution without embarrassing or patronising them,” he said.
“Nobody has spoken about constipation in this way and it takes a great agency-client relationship to make that happen.”
Pickford said that while this was the first campaign to feature ‘Stefan the stool expert’, his personality would be built further in future executions.
Tim Small, brand manager at Aspen, said: “With constipation being a condition that is not generally spoken about, we wanted to develop a campaign that would engage with consumers without making them feel uncomfortable.
We are very excited to introduce ‘Stefan the stool expert’ to Australia, to help us build awareness of Coloxyl and the benefits of soft, comfortable stools.”
Agency: Ogilvy CommonHealth
Creative director – Toby Pickford
Senior writer – Helene Mann
Senior art director – Michael Zivkovic
Director of brand communications – David Bailey
Production: Ogilvy X
Producer – Renee Nadin
Director – Peter Bloomfield