MiraLAX: Crankypated

The brand defies conventions by leaning into the feelings of irritability and frustration that arise from occasional constipation, helping consumers see gut health in a whole new light. Through an innovative set of vocabulary calling out how constipation can lead to a bad mood, the new bold and empowering campaign, created by Energy BBDO, Chicago, talks about an embarrassing topic in a refreshingly playful and relatable way. A diverse cast of five modern, animated characters, created by Flavor Studios, shows that digestive backups can make any person irritable, or “Crankypated,” like one of MiraLAX’s female characters says. It’s the first step in humanizing the problem of constipation, showing characters that are cool and interesting but also reflect how people truly feel when they deal with a backed-up gut.