The Challenge

Phillips Laxatives had a solid product but no real brand voice. Their packaging looked generic. Their competitors, while loud, often left consumers with a bad experience. The brand needed to stand out — not by looking like everyone else in the category, but by owning a truth no one else was saying out loud.

When you’re constipated, relief isn’t just a nice-to-have, it’s one of life’s most basic human rights.

And when it comes to going, how you feel before, during and after matters. Phillips makes the experience gentle, easy and comfortable. It’s not just the poop you need. It’s the poop you deserve.

The Work

Turn a taboo into a badge of honor. By treating a “Good Poop” as something to celebrate, we gave Phillips permission to embrace comedy while still feeling trustworthy. We built a brand platform around the line “You Deserve a Good Poop” and applied it across TV, social, and e-commerce in a way that made people smile and remember the brand.

As Creative Director, I led this idea from insight to execution, overseeing tone, visual direction, and casting while ensuring consistency across different teams in film, social, and retail.

Films

To launch, we created short, beautifully calm vignettes of people enjoying life’s little pleasures… after enjoying a truly satisfying bathroom experience. Under my direction, each film was shaped to feel relaxed, human, and distinctly Phillips; bringing “You Deserve a Good Poop” to life in a way that felt unexpected but earned.

Social

That Just Pooped Feeling | SOCIAL GIFS

We created a branded GIPHY page with all of our “Good Poop Feeling” GIFs, as well as an Instagram Sticker pack for everyone on the Internet to remind themselves to take the time to treat themselves to a good poop.

E-commerce Takeover

The Phillips Amazon Brand Store gave the campaign a direct path from laugh to purchase. Designed with the same wit and visual language as our ads, it showcased the full product lineup, educated shoppers and turned curiosity into trackable trial.

Results

Gave Phillips a unique, ownable voice in a category full of bland health promises.

Drove brand recall and engagement across TV, social, and Amazon.

Became a campaign that industry press from Ad Age, The Drum, and Ads of the World called “refreshingly honest” and “disarmingly funny.”