Lucky Generals & Symprove: Before you choose poo candles, an anal crystal or bowel counsellor…

The internet is full of amazing cures for your gut – and in New Year Resolution month (aka January) digital media is flooded with them. Lucky Generals and Symprove have added a few of their own – poo candles, a bowel counsellor and a huge purple crystal that you stick up your bum. All of these are introduced by Lisa Snowdon in classic influencer style. She shows the delights of gut wellness candles that smell like her own diarrhoea, a bowel counsellor for the colon (who literally talks to her gut), and a head-sized purple crystal that is meant to be placed up the bum for 3-4 months to align the bowel’s chakras.

The satire ends when Lisa reveals that these are obviously joke products created at the expense of ridiculous health fads that litter social media at this time of year. Instead, she says that if consumers “want to cut through the crap”, they can get real advice from science-backed gut-health brand, Symprove. The humorous digital campaign created by Lucky Generals’ Special Ops unit calls bullshit on these fads.

The work launched across Symprove’s social channels backed by print advertising.

Paul Mallon, head of Special Ops at Lucky Generals, stated, “New year health regimes are often just a load of old shit. So we wanted to find a way of exposing them for what they are. And what better way than inventing our own preposterous high-end health kicks for IBS sufferers? None of which could have landed without the amazing performance from Lisa.”

Sophie Muller, head of brand at Symprove, added, “Every year, many of us make resolutions to purge, cleanse and generally get well. Our aim is to make sure consumers know where to get the right help. And also that Symprove’s products and advice is backed by science, offering people real health tips they can take away not just for January but all year round.”