With increasing competition, Miralax, the number one constipation relief needed to show up differently. When you think of constipation, you think of pruney old people, but the truth is, millennials are the most constipated people on the planet. So Miralax, the number one for number two, needed a new look, tone and feel. We normalized constipation with real speak and the team came up with the insight, pooping is good for you. We created the “Healthy2Go” digital campaign with a consumer journey targeting three separate segments, the traveller, the health foodie, and the reluctant user. The award-winning campaign took our target swirling down the funnel, exceeding the brand’s KPI’s with 2X the ROI, increasing sales by 200%. Millennials were good to go.