This film created for Avrio Health leverages key consumer data and insights to broach the tough subject of constipation in a human and relatable way. Through song and animation, we convey to consumers that Colace understands how hard stools can be painful to pass, and that relief may be just a few capsules away.

Rather than speaking to “the inability to go,” which is where much of the OTC laxative category focuses, the campaign stands out with a catchy ukulele jingle highlighting pineapples, porcupines, and wrecking balls as metaphors for the palpable pain that makes people dread trips to the restroom. The fun and playful nature of what many have coined “The poop song”, makes the issue of constipation more approachable, the Colace brand more memorable and takes the sting out of a stigmatized problem for everyone who hears it.

VO: Colace knows going number 2 can sometimes feel like you...

Pinched off a porcupine

Wrestled out a wrecking ball

Pushed through a pineapple - or two.

Tried to pass an elephant

Rolled out a watermelon

Strained until you turned a shade of “oooh!”

VO: When pooping is painful, rely on doctor-recommended Colace to soften that stool and make it easier to go. With no stimulants.

Colace. For a number 2... that's easy to do.