MiraLAX unveils ‘Gutlightenment’ campaign by BBDO

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MiraLAX releases its new campaign, ‘Gutlightenment’, aimed at modernizing the brand and breaking through the category to reposition MiraLAX in a broader physical and emotional context.


The brand defies conventions by leaning into the feelings of irritability and frustration that arise from occasional constipation, helping consumers see gut health in a whole new light. Through an innovative set of vocabulary calling out how constipation can lead to a bad mood, the new bold and empowering campaign talks about an embarrassing topic in a refreshingly playful and relatable way.

A diverse cast of five modern, animated characters, created by Flavor Studios, shows that digestive backups can make any person irritable, or “Crankypated,” like one of MiraLAX’s female characters says. It’s the first step in humanizing the problem of constipation, showing characters that are cool and interesting but also reflect how people truly feel when they deal with a backed-up gut. 

“As words like ‘hangry’ have become more popular in pop culture, we wanted to highlight gut health in a similarly playful and easily understood way,” says Energy BBDO ECD, Susan Treacy.

By highlighting how the product works naturally with the water in your body, the campaign puts MiraLAX in a special category. “Our focus is to generate awareness on the emotional impact of constipation, bringing MiraLAX into a broader wellness space, speaking to constipation sufferers who avoid taking laxatives that have aggressive ingredients with harsh side effects,” says Teresa Gonzalez-Ruiz, Vice President Marketing – Nutritionals and Digestive Health.


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MiraLAX “Crankypated”

Client:Bayer

Title: Crankypated 

Agency: Energy BBDO

Chief Creative Officers: Pedro Pérez, Josh Gross

Executive Creative Director: Susan Treacy

Creative Directors: Gloria Dusenberry, Manuel Torres, Jeff Cenna

Art Director: Allie Salzman

Senior Designer: Andrea Langley

Copywriter: Lucy Butka

Junior Copywriter: Madeline Stoiber

Head of Integrated Production: John Pratt

Executive Producer: Jeff Davis

Producer: Chris Totzke

Executive Director of Music: Daniel Kuypers, 

Music Producer: Nick Maker

Music Busniess Coordinator: Karolina Barej

Client Service Director: Katie Clow

Account Supervisor: Serena Lignel

Assistant Account Executive: Jackson Dunn

Group Strategy Director: Jason Parker

Strategy Director: Elizabeth Brown

Junior Strategist: Antoinette Iacullo

Visual Effects and Editorial Company: Flavor (LA)

Executive Producer: Darren Jaffe

Producer: Wendy Umanzor

Creative Director: Jason Cook

Designers: Ella Yoon, Mack Neaton

Animators: Jason Carpenter, David Do, Andy Becker

Audio Company: Another Country (Chicago)

Executive Producer: Tim Konn

Producer: Louise Rider 

Sound Designer/Mixer: Jordan Stalling 

Audio Assistant: Brett Rossiter 

Original Music Composition: Squeak E. Clean Studios (Chicago)

Composer: Rob Barbato

Creative Director: Justin Hori 

Executive Producer: Chris Clark

Media Agency: GroupM (New York)

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