Dulcolax
POOPING PRINCESSES POOPING PRINCESSES
Breaking the taboo of female constipation with fairytale princesses
Dulcolax
Even princessesneed to poop
Our methodologies
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DIGITAL ECOSYSTEM, ADTECH & MARTECH
Constipation is a major issue among women in Portugal, but often surrounded by silence and shame
Dulcolax challenged this taboo with “Pooping Princesses”, a campaign that showed fairytale princesses on the toilet, normalizing female digestion and sparking intergenerational dialogue.
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77% of Portuguese women suffer from constipation, but society teaches them to stay “pretty and clean”.
What if we broke the taboo around female digestion?
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The campaign showed animated fairytale princesses on the toilet, normalizing that girls poop too.
By subverting a universal childhood symbol of perfection, Dulcolax broke the stigma around female digestion.
The campaign surprised, entertained and educated, sparking conversations between mothers and daughters, reducing shame and silence.
RESULTS
- +16.6% Sales increase
- +11.5MM Impressions
- €5.8MM Earned media value
Awards
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