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Dulcolax, the laxative brand from Sanofi, recently launched a campaign that makes going number two the number one priority.

The brand debuted the Pooping Princesses campaign a few weeks ago in an effort to break the taboo around constipation, particularly among women. 

A bevy of medical research indicates women experience constipation more often than men due to a number of anatomical factors as well as the stigmatization of using the toilet while a child.

By deploying relatable imagery of princesses pooping, Dulcolax has set out to challenge societal norms that teach girls to be ashamed of bodily functions.

This comes after Portugese women surveyed for a Dulcolax study recalled being told repeatedly during childhood that pooping was considered “dirty.”

More than three-quarters of respondents said they’ve experienced constipation, while the majority of women aged between 18 to 34 believe the stigma around pooping keeps them away from using the bathroom now.

The campaign, which was created by MRM Brazil, utilizes creative elements like princesses sitting on the toilet to normalize bowel movements and educate on self-care. 

Currently, Pooping Princesses is running on social media feeds as well as across more than 200 digital out-of-home (OOH) placements throughout Portugal.

For the social media component of the campaign, Dulcolax deployed a real-life Instagram AR filter that allows users to see themselves as their own versions of pooping princesses. 

Additionally, The Princess and the Poo book was created in collaboration with Weber Shandwick to depict the pooping princesses announcing that they need to use the bathroom in mundane, commonplace situations.

Thus far, the campaign has seen positive engagement in Portugal and there are discussions about expanding to Brazil (where a majority of people speak Portuguese), according to Silvina Vilas, global marketing director at Opella.

She said the market survey was critical to understanding what the primary concerns of patients were and how to angle the messaging to make it as resonate as possible. 

From there, the Sanofi unit worked with its agency partner to build out the princesses concept and tailor it to the target audience. Vilas emphasized that while Dulcolax was taking a creative approach to the issue at hand, the brand also didn’t want to trivialize it.

“We also took care in Portugal to make sure that this was not just an advertising campaign — that there was a kind of medical substantiation to the claim that you are limiting yourself, you need to be clean and you end up being constipated,” she said. 

How the princesses came to life in the first place was through parent agency IPG’s integration of Adobe GenStudio, its custom GenAI model, into its own marketing technology platform.

While many in the medical marketing space have worried that GenAI may move at a speed too quick for the industry to keep up with and force out creatives, that wasn’t the case with Pooping Princesses, according to Dogura Kozonoe, chief creative officer at MRM Brazil.

He said the use of AI in generating the campaign imagery was a responsibility that he and the agency took seriously. 

This time-consuming process required close collaboration with Adobe to develop a custom model that could produce the desired visuals based on specific prompts and subsequent revisions to hone in on the creative vision.

While the campaign is focused on tackling the human stigma towards women pooping, Kozonoe said his team encountered biases in the GenAI tool, too. In a way, the AI itself seemed to reflect the societal taboos around the topic.

“Initially, when we had this insight, we tested with some GenAI and then found out that even AI had this taboo,” he said. “Once you prompt a princess pooping, the generated images were everything but a princess pooping. So there were like priests posing on the bathtubs, you know.”

The imagery created through GenAI was ultimately featured in both the ads running through the campaign as well as The Princess and the Poo book.

Compared to other campaigns, Pooping Princesses has a short run planned, only going for two-to-three weeks in Portugal.

While the plans for a Brazilian expansion are still being explored, Vilas said the brand will evaluate the effort’s engagement metrics as well as the public sentiment.