Coloxyl introduces Aussies to Stefan the stool expert in new work via Ogilvy CommonHealth

A light-hearted character discussing the heavy topic of constipation stars in a new Coloxyl campaign, developed by Ogilvy CommonHealth for Aspen Pharmacare.

Stefan the Stool expert features across the ‘schtuls’ campaign executions, and aims to diffuse embarrassment about the issue of regularity by discussing and comparing stools – of the chair variety.

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Ogilvy CommonHealth’s creative director Toby Pickford said the campaign, which includes radio, online content, digital ads and POS materials, is aiming to reach a younger audience that may not be aware of Coloxyl or how it works.

He said while constipation is a sensitive subject, the category abounds with toilet humour which for the actual sufferers can be offensive and embarrassing. They also can find it hard to identify with overly serious approaches. He said Stefan was developed as part of addressing this challenge and demonstrating an understanding of the problem in a friendly and informative way, whilst reinforcing an easy solution.

Says Pickford: “Not many great ideas survive a research group, but luckily this did. It’s a stunningly simple, yet very powerful idea because it tells it like it is. It normalises the problem and offers sufferers a solution without embarrassing or patronising them. Nobody has spoken about constipation in this way and it takes a great agency client relationship to make that happen.”

Pickford said while this was the first campaign to feature Stefan, his personality would be built further in future executions as he “takes us all along on his quest to inform and educate about soft stools being comfy stools.”

Says Tim Small, brand manager at Aspen: “With constipation being a condition that is not generally spoken about, we wanted to develop a campaign that would engage with consumers without making them feel uncomfortable. We are very excited to introduce Stefan the stool expert to Australia, to help us build awareness of Coloxyl and the benefits of soft, comfortable stools.”

Agency: Ogilvy CommonHealth

Media – Bohemia