All Work
When MiraLAX came to us to modernize their brand, we knew they needed to break out of the medicalized, awkward way the whole category communicated. And connect with modern consumers in a way that felt fresh, relatable, and even a little fun. Starting with the belief that Gut Health didn't need to be a taboo topic, and the insight that it's a very real part of your wellness routine. Reach Gutlightenment was born.
What I Did
Developed the 'Reach Gutlightenment' concept and platform — a campaign that repositioned MiraLAX to the Wellness category by tapping into the mind-gut connection.
Also developed the visual language of the Gutlightenment campaign world — a fully animated brand universe built on the insight that being constipated changes your whole mood. The campaign introduced the concept of being "Crankypated": that specific bad mood that comes from a sluggish gut.
Built a comprehensive campaign design system including: a vibrant color palette of purples and pinks, a distinctive illustrated character world, expressive typography, campaign vernacular ("Crankypated," "Blahstipated," "Stresstipated"), and a wave motif that subtly suggests gut movement throughout all executions.
The campaign concept was built to travel across TV, digital, social, OLV, and OOH — modernizing the entire category conversation and putting MiraLAX in a space all its own. Iterations of this campaign are still running, showing the idea's longevity.
"Crankypated" — a word we invented that everyone immediately understood. That's when you know you've built something real.
The Campaign World
A fully animated brand universe with ownable assets designed to travel across every channel.
The Result
Gutlightenment gave MiraLAX a distinctive visual and verbal identity that broke from the clinical norms of the category. The animated world, the ownable vernacular, and the bold color palette created a campaign platform flexible enough to live across every touchpoint — from :30 spots to social to influencer extensions.
Brand Act
Once the brand refresh and campaign were established, we identified a very specific problem: that one of the silver linings of working from home (according to the internet) is the ability to poop in peace. But when offices began to re-open and public bathrooms were a thing again, nobody wanted to go back to giant door gaps and stall talkers.
(When the time comes) MiraLAX will be here to help stop workstipation — with a digital campaign and multifunction poster to help close the stall gap. So we activated a Stop Workstipation Effort.