To launch Viberzi, a new treatment for IBS-D, we developed a campaign as impossible to ignore as the condition itself.
Print and digital tactics help keep Irritabelle front and center in consumer's minds.
Web-only videos push the character further and educate consumers
Results after 6 months:
>1 million site visits
350% increase in web traffic.
>1 million views on Youtube.
A Lasting Impression
The campaign was nominated for multiple awards, received positive write-ups in the press, and made a big impression on social media.
"...no law actually says prescription drug ads can't be intentionally funny or interesting. Allergan and Arnold have driven a truck right through that giant loophole, creating an ad icon like you've never seen before.”
"This could easily be a thankless role, playing the organ that helps make poop, but it speaks to Becker’s enthusiasm and comic gifts that she creates an effective commercial and a standout comic performance along the way..."
"...achieves a self-aware, sitcom atmosphere that serves the scripts well. This makes frank and funny discussions of IBS-D, a highly personal and private condition, seem completely natural."
"She's an irritating, yet oddly captivating, redhead in a flesh-colored unitard with screen-printed intestines on her stomach. No, it's not your crazy cousin's latest Halloween getup, but the newest spokescharacter for a prescription drug."
