In its holiday campaign titled “The Nice List,” MiraLAX and VaynerMedia tackled a relatable but often unspoken seasonal woe: the “holiday backup” caused by travel, indulgent meals, and schedule shifts. Recognizing that the festive season can be as taxing on the gut as it is on the calendar, the campaign used humor and cultural relevance to position MiraLAX as an essential holiday travel companion.
The creative centered on the idea that even the best-behaved travelers can find themselves on the “naughty list” of digestive health during December. By leveraging VaynerMedia’s social-first approach, the campaign utilized witty, short-form video content and relatable influencer partnerships to destigmatize constipation. The messaging focused on the “Gut Gap,” the disparity in digestive stress often felt by women, and offered a lighthearted solution to help consumers “stay on the nice list” by prioritizing their wellness.
This work exemplifies VaynerMedia’s ability to take a functional health product and inject it into cultural conversations. By blending strategic consumer insights with irreverent creative, the campaign successfully drove brand awareness and engagement, proving that even “unsexy” categories can win the holiday season through authentic, humor-led storytelling.