Colace

FOr years Colace was losing market share to laxatives. But colace isn’t a laxative, its a stool softener. so, What’s the difference? that’s the question the “poop should never be painful” campaign sets out to answer. We used humor to talk about the painful problem consumers face when a laxative forces them to go, and to educate on our unique product benefit. Along the way we regained a ton a market share, won a fair share of awards and had more than our share of laughs.