Dulcolax Beer

A speculative idea for pharmaceutical brand Sanofi to make laxatives fun again.

Insight

Talking about constipation is a taboo.
And talking laxatives is just not that fun or sexy. 

What isn’t a taboo and is totally fun? Beer. So let’s put the two together.

Idea

What if we formulate a beer that tastes incredible and gives people
a regular bowel movement 6-8 hours later? 

The Dulcolax Beer will be sold in supermarkets and bars across the country. We give it a fun beer ad and bring on board beer-fluencers to tear down the stigma associated with constipation. 

A microsite (www.thedulcolaxbeer.com) will provide information about how we formulated the beer, and thought pieces on the seriousness of chronic constipation, why diet matters, and what people can do to prevent it or live with it.