Dulcolax, talking shit

Dulcolax is the global leader in the laxative market. Yet while the number of constipation sufferers was increasing, the laxative category was somehow decreasing.

Research revealed that people won’t talk about their constipation. Hearts & Science launched a campaign that defied pharmaceutical conventions and aimed to break the taboo by turning to a place where one in 13 posts contain the word shit: X. We intercepted tweets containing the ‘s’ word, responded, owned the conversation and amplified the effects. A poop taboo was turned into a shitload of conversation, positive sentiment skyrocketed by 55%, and sales increased by 6%.