Barbie + Dulcolax

The release of the Barbie movie was a cultural phenomenon, dominating the conversations of people and brands on social media. Dulcolax could not be left out of the conversation. Challenge: associate Sanofi's laxative with the most famous doll in the world (without any image rights).

To get in on the pink trend, we opted for a direct and provocative approach with two strategic posts on the day the movie premiered in theaters.

At the beginning of the day, we challenged our audience to guess whose bright pink poop it would be, taking advantage of a topic that has been around for a long time: "After all, does Barbie poop?" People's reaction was immediate, generating conversation and engagement. At the end of the day, with many people having already seen the movie, we published a second post asking if anyone had seen the scene in which the bathroom of the most famous doll in the world appears.

We used Artificial Intelligence to create a toy bathroom with a color palette that mixed the emblematic pink and green of Dulcolax, creating an instant and striking visual connection.

The campaign demonstrated Dulcolax’s ability to be relevant and engaging, even when faced with the complexities of creating for the pharmaceutical sector. We stood out from the competition by taking a bold and innovative approach that broke with category conventions.