In a study, Dulcolax found that 77% of Portuguese women have experienced constipation, but nearly 25% of Portuguese women feel embarrassed talking about poop. Over a million of those aged 18 to 34 believe the stigma around pooping they experienced as girls still prevent them from using the bathroom in public.
Dulcolax’s “Pooping Princess” campaign features adorable animated princesses dressed in gowns while sitting on toilets. Interestingly, while crafting the campaign, MRM Brazil discovered that AI had race and size-related biases, in addition to taboos related to poop, so they worked with Adobe to create better inputs.
The social and digital OOH spots are boosted by an AR filter that lets users turn themselves into animated pooping princesses, too. There’s even a “Princess and the Poo” book, depicting princesses unapologetically excusing themselves to go to the bathroom.
