Our campaign sets out to capture the relationship between someone with IBS-D and their Irritable Bowel by literally giving their bowel a voice in the conversation. Her name is “Irritabelle” and she is your Irritable Bowel that always shows up at the wrong time. She’s frustrating and embarrassing (yet still funny and likeable). Irritabelle disrupts our Hero’s ability to live her life and say “yes” without hesitation; whether it’s making it to “ladies night”, or being on time to an important meeting at work.

We began by creating a manifestation of your irritated gut. We call her Irritabelle, and like your IBS-D, she is annoying, frustrating, and unpredictable. But she’s also a part of you, so you need to find a way to get along together. We held a nationwide casting call to find the perfect actress/comedienne to play the role. Once we found her, we gave her a distinctive look to match her distinctive personality. We brought her to life in TV, print, digital banners, collateral and on the web. But her character really comes to life in the web videos.

Timeline: April 3 - end of year

Placement: National US TV, print, online, in doctor’s office and pharmacy.

Scale: National

The “A Gut You Can Live With” campaign just hit the market on April 3rd, 2016. It is too early to report meaningful business results.