The VMS category is packed with probiotic brands, and standing out is not easy — especially on a small budget that just can’t compete with brands like Align. So Florastor challenged us to breakthrough and use their unique “flush and boost” MOA to help differentiate them. Oh, and come up with the next “Ughstipation” by Miralax. No problem!

I partnered with our strategists to come up with a “dual-action protection” position for this brand, then came up with a sticky, memorable campaign focused on how Florastor protects you from OMG Moments, as in “Oh My Gut” moments! We received the highest ASI score in our agency’s history. And helped relieve our clients’ OMG Moments, too!

Role: Strategy, Concept, Copy