Stefan the stool expert aims to defuse constipation embarrassment in new campaign for Coloxyl

A stool expert known as Stefan is educating consumers about different stools in a new piece of work for Coloxyl.

Stefan gives examples of ‘hard’ stools versus the preferred ‘soft’ stool, before sitting down with a diagram to explain how Coloxyl – a stool softener and laxative product – works.

Coloxyl’s latest piece of work was made by Ogilvy CommonHealth.

Ogilvy CommonHealth’s creative director Toby Pickford said the campaign aims to teach younger audiences how Coloxyl works, and make constipation a more accessible topic.

“Not many great ideas survive a research group, but luckily this did,” Pickford said.

“It’s a stunningly simple, yet very powerful idea because it tells it like it is. It normalises the problem and offers sufferers a solution without embarrassing or patronising them. Nobody has spoken about constipation in this way and it takes a great agency client relationship to make that happen.”

He added Stefan would be built into further executions for the brand to “educate” consumers about “soft stools being comfy stools”.

Tim Small, brand manager at Aspen added:With constipation being a condition that is not generally spoken about, we wanted to develop a campaign that would engage with consumers without making them feel uncomfortable.

“We are very excited to introduce Stefan the stool expert to Australia, to help us build awareness of Coloxyl and the benefits of soft, comfortable stools.”

The campaign will run across radio, online, digital and point of sale.


  • Agency: Ogilvy CommonHealth
  • Toby Pickford: Creative Director
  • Helene Mann: Senior Writer
  • Michael Zivkovic: Senior Art Director
  • David Bailey: Director – Brand Communications
  • Production; Ogilvy X – Renee Nadin: Producer; Peter Bloomfield: Director
  • Media – Bohemia



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