Phillips’ Milk of Magnesia is a traditional laxative brand with a long history in the Peruvian market. For many Peruvians, it’s closely associated with their grandmothers, who gave it to them during childhood. The brand needed a fresh voice—one that felt current and could help the product connect with a new generation of Peruvians.

This Phillips’ Milk of Magnesia campaign was developed to address a key brand challenge: in Peru, it was widely seen as an outdated product. To shift perception, the campaign adopted a humorous tone and delivered a simple, relatable message tailored to the younger audience the brand aimed to reach.