Dulcolax: Constibeat Kpoop

Laxative remedy Dulcolax leveraged the popularity of K-pop to create a fun and engaging experience for their target audience in Indonesia.

Campaign details

Brand: PHD MediaAgency: PHD MediaRegion: APAC

Strategy

Objective

Dulcolax is facing the challenge of transforming the brand's equity from 'last resort' to 'preferred constipation solution, breaking taboos around OTC treatment, increasing symptom awareness, and finding a way to effectively communicate the importance of digestive wellness and promote constipation relief products in a way that resonates with their target audience. We needed to overcome the barriers associated with discussing digestive health openly and establish a brand that offered not just relief but also care and entertainment.

The strategic objective of the Constibeat Kpoop campaign...

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