The Gut Gap Chronicles: How ‘Broad City’ Duo Lightens the Load with MiraLAX

MiraLAX, Bayer's constipation relief brand, has teamed up with the dynamic comedic duo Abbi Jacobson and Ilana Glazer, famed for their roles in "Broad City," to tackle the unspoken struggles faced by millennial women in a new campaign titled "The Gut Gap." In a lighthearted yet impactful approach, Jacobson and Glazer co-wrote and co-created content that addresses the high frequency of stress-induced constipation, turning the conversation around gut health into a humorous dialogue.

Engaging Millennial Women: Recognizing the need to connect with millennial women, MiraLAX strategically enlisted the voices of their generation, Abbi Jacobson and Ilana Glazer. Known for their irreverent and anything-goes style from the "Broad City" era, the comedic duo is well-positioned to encourage a candid conversation around gut health. The sitcom's often raunchy tone aligns seamlessly with a campaign that aims to break the silence on constipation issues.

"The Gut Gap" Survey Insights: The campaign takes inspiration from a MiraLAX-commissioned survey revealing that millennial women are more than twice as likely as men to experience infrequent bowel movements, with stress as a significant contributing factor. The survey further highlights that 85% of millennial women face regular stress, impacting their gut health. In response, the campaign incorporates content that not only addresses the issue but also leverages humor, considering that nearly half of surveyed women identified laughter as a stress-relief method.

Humorous Approach: Dana Valentino, Marketing Director for Digestive Health at Bayer Consumer Health, emphasizes that while constipation is a serious matter, the campaign's approach is bound to evoke laughter. Jacobson and Glazer bring their signature humor to a three-minute video where they engage in a "quarterly Jewish food feast," creating a dialogue around constipation with awkward humor and the sideways feminism reminiscent of "Broad City."

Aiming for a National Conversation: MiraLAX expects the campaign, fueled by the creativity of Jacobson and Glazer, to spark a national conversation about the root causes of constipation. The duo, renowned for their ability to connect with audiences, is set to give the campaign a "national platform," leveraging their influence to raise awareness around gut health.

In the realm of gut health, MiraLAX's collaboration with Abbi Jacobson and Ilana Glazer marks a unique and humorous approach to addressing a prevalent issue faced by millennial women. By enlisting the comedic prowess of the "Broad City" duo, the campaign not only aims to lighten the load of "The Gut Gap" but also hopes to spark a movement, encouraging women everywhere to embrace a more open and humorous dialogue about their health.