How to drive home the message of sweet relief from constipation.

Constipation is a common digestive problem that affects many people in our everyday life. It is characterised by infrequent bowel movements, difficulty passing stools, which is hard and dry. While many factors can contribute to constipation, one of the most significant is a deficiency of dietary fibre.

Fibre plays a crucial role in preventing constipation by adding bulk to stools and promoting regular bowel movements. When we eat fibre-rich foods, the fibre absorbs water and swells in the intestines, making stools larger and softer. This makes them easier to pass, reducing the likelihood of constipation.

Fibre also helps to nourish gut bacteria, promoting their growth and activity which includes digestion, immune function, and overall health. 

For those suffering from constipation Fybogel is the answer. 

At the ideation stage of our ad campaign we hit on the idea of a traffic jam as a vivid analogy of congestion in the bowels and to drive home the message that Fybogel provides sweet relief. 

Headline: Is this a picture of your bowels?

Subhead: Clear it with Fybogel.

Body copy: Fybogel, made from natural ispaghula husk, is a pleasant way to add fibre to your diet. Just mix a sachet in water for a tasty orange or lemon flavoured drink that is free of sugar or gluten. Drink Fybogel for sweet relief from constipation and to restore bowel regularity.

We rendered a visual of the print ad and a poster and a bumper sticker were to be adapted from the ad artwork.

Visual for print ad

The following are the finished versions with updated headline and subhead:

Above: Print ad.

Above: The bus back panel. This should be especially memorable
for motorists caught in a jam behind the bus. 

Above: The poster to be displayed in supermarkets,
pharmacies, clinics and hospitals.