Could it be so easy? - The Otter
Constipation is a topic people rarely feel comfortable discussing, and laxative advertising tends to follow the same formula. To help our client stand out, we took a different route: a humorous radio campaign explaining the effects of a laxative through the familiar tone of a documentary narrator. Developed in collaboration with Serviceplan Munich, the campaign earned multiple international awards, including a Cannes Lions Gold and Shortlist in Audio & Radio, as well as a Gold and a Silver at Eurobest. Please check it out (audio in English).
Constipation is a sensitive topic, and most laxative advertising follows the same predictable formula. The challenge was to make Macrogol HEXAL plus Electrolyte stand out while addressing the subject in a more engaging way.
Rather than avoiding the stigma around constipation, the campaign embraced humor to make the topic more approachable and memorable.
Using the style of a British nature documentary, the radio spots introduced playful, nature-inspired euphemisms before revealing that constipation relief could be surprisingly simple. The immersive audio storytelling gave the category a fresh and unexpected twist.
The campaign sparked conversations around a topic people rarely discuss and helped position the brand as witty, approachable, and solution-oriented, while creating a memorable connection with listeners.