Miralax: Moving From Nuclear Laxatives to Holistic Health

MiraLAX, a healthcare brand, launched a campaign in North America to increase penetration among the "wellness generation", and recruit millennials.

Campaign details

Brand: MiraLAX Brand owner: Bayer Group Entrant company: Energy BBDOIdea creation: Energy BBDO Chicago Market: United States Sector: Non-prescription, OTC products Media channels: Social media, Online display, Websites & microsites, Online video, Search marketingBudget: Over 20 million

Executive summary

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...

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