Coloxyl is an old laxative brand. When asked, most people think its for your grandma or don't really know it at all. And if they did they would find the word 'laxative' a bit scary. But with younger women relying on fibre products to help with constipation, Coloxyl saw an opportunity to let them know there is a gentle way to help this problem with its range of stool softeners - especially as fibre doesn't always do the job.

Unfortunately nobody likes to talk about constipation. Its embarrassing. The use of toilet humour in this category is way too offensive – and dry scientific information they just can't relate to.

So the brief was to make Coloxyl the friendly expert when it comes to constipation, diffusing embarrassment.

The objective, to make Coloxyl more of an everyday treatment for younger women with constipation.

Stefan the stool expert introduces himself in his quirky Scandinavian accent.

He proceeds to tell us about the different kind of stools – hard and very hard.

We know this as he knocks on each stool to demonstrate the hardness. He then explains that soft stools are the comfy ones – its the same with your body, you need nice soft stools. He then offers a solution – use Coloxyl Stool Softners to help produce a soft, comfy stool. Stefan lets us know there are different Coloxyl's for different needs and ages, he even tells us where to get Coloxyl.

Using real stools as a simple analogy, Stefan has become the face of Coloxyl.

A personality who's creating endless opportunities for education and entertainment. At the heart of the campaign, a 60 second online video to introduce Stefan and his range of stools - hard, very hard, occasional and soft comfy ones. He explains how Coloxyl stool softeners work to relieve constipation and demonstrates the range for different needs. For consumers it provides mode of action information they're seeking, but can access in private, online.

Other campaign activities:

- Digital advertising to drive people to view online video

- Radio advertising with Stefan highlighting soft stools and Coloxyl range - morning placements when bother around constipation is most acute

- Linking with radio, a regular segment 'On the Schtul with Stefan' - videos on KIIS FM facebook page and website, enabling evolution of Stefan's character as he interviews celebrities.