The laxative category is an aging one. Even as the category leader, MiraLAX struggled to attract younger constipation sufferers. In fact, many would rather live with the discomfort of constipation for unbearably long stretches of time than use laxatives to treat it. Advertising in the category - using euphemisms, veiled descriptions, and strange product demos - only confirmed their decision to avoid laxatives, no matter how bad their problem.
To grow our business, we needed to get them comfortable with MiraLAX.
We needed an approach that would reframe MiraLAX for a younger audience, but how? Truth telling on taboo...