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Reading: Ogilvy CommonHealth Introduces ‘Stefan The Stool Expert’ For Constipation Relief Brand Coloxyl
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B&T > Advertising > Ogilvy CommonHealth Introduces ‘Stefan The Stool Expert’ For Constipation Relief Brand Coloxyl
Advertising

Ogilvy CommonHealth Introduces ‘Stefan The Stool Expert’ For Constipation Relief Brand Coloxyl

Staff Writers
Published on: 19th May 2017 at 9:20 AM
Staff Writers
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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.

https://www.youtube.com/watch?v=BX7kyGisdhU

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.

'Stefan the stool expert' (Coloxyl campaign) [1]

“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.

'Stefan the stool expert' (Coloxyl campaign) [2]

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.”

CREDITS

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

 

Media: Bohemia

 

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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