The Gut Gap

The Challenge

A MiraLAX-commissioned survey revealed that women are twice as likely as men to experience constipation. This high prevalence of both stress and constipation among American women highlighted a critical need for stronger consumer engagement and community involvement to raise awareness and provide solutions.

Our Solution

MiraLAX launched “The Gut Gap” campaign to raise awareness of this issue using relatable content and humor. 
 
Based on the survey’s finding that nearly half of women use laughter to reduce stress, a strategic partnership was negotiated with comedic duo Abbi Jacobson and Ilana Glazer of Broad City fame. The pair, known for their on- and off-screen friendship, co-wrote and co-created a comedic sketch to highlight women’s struggles and help them find relief. The campaign, which launched in January 2024, utilized multiple digital and social media touchpoints.

Outcome

The comedic sketch became a cultural moment, generating significant buzz when many fans mistakenly believed it was a Broad City reunion upon the ads’ official airing. This nostalgic and unexpected ‘reunion’ generated significant organic brand love and buzz on social media and in the press for both the product and ‘The Gut Gap’ movement.