Some brands play it safe. MiraLAX plays to win.
This March Madness, the brand took a bold and unexpected approach to launch MiraFAST, its new fast-acting constipation relief product. The strategy was to partner with #2 players in the NCAA Women’s Sweet 16 for a lighthearted yet impactful sponsorship of #2 players in the NCAA Women’s Sweet 16, proving that staying on top of #2 helps you stay #1.
Turning Tummy Troubles into Game-Day Wins
Digestive issues can derail even the best athletes, and social data showed they’re talking about it more than you’d think. That insight sparked the campaign’s big idea: celebrate the #2s—both on the court and off—by partnering with standout players like KK Arnold (UConn), Vanessa de Jesus (Duke), Ruby Whitehorn (Tennessee), and Grace Townsend (UNC). The result was a campaign that turned an everyday problem into an unexpected sports moment.
Bringing the Heat on Social
MiraLAX, Bayer, VaynerMedia, and VaynerSports teamed up to craft a campaign that thrived on social media. TikTok and Instagram Reels became the primary playing fields, where short-form, high-energy content showcased athlete partnerships, product benefits, and game-day gut check moments. A mix of humor-driven creative and performance-driven messaging made the content both relatable and shareable.
Fans (and Athletes) Ate It Up
The response was immediate. Fans loved the humor, athletes embraced the real talk about digestive health, and engagement outpaced expectations. The combination of sports culture, a universal human truth, and the perfect dose of irreverence made this campaign stand out in a sea of March Madness marketing.
How to Win With a Wild Idea
MiraLAX’s campaign proves that even regulated categories can tap into cultural moments in fresh ways. By leaning into humor, smart athlete partnerships, and a social-first approach, the brand found a way to make gut care a winning conversation during one of the biggest sporting events of the year.
Keeping the Momentum Rolling
With the success of this activation, MiraLAX is already exploring new ways to bring digestive health into more unexpected spaces. Because if there’s one thing this campaign proved—it pays to embrace #2.
