Leading Probiotic Brand Partners with IG Nobel Prize Winner to Challenge ‘Murphy’s Law'

Enterogermina, the leading probiotic brand, has decided to challenge physics in its latest campaign: The Anti-Murphy’s Law Toast.

The brand has launched its own specially engineered toast as part of a campaign that challenges the famous Murphy's Law which states that 'anything that can go wrong, will go wrong' and invites the public to reflect on a major myth in a bid to educate consumers about gut health: is it acceptable to eat something that has fallen on the ground, even if it's for less than five seconds?

Created by MRM Spain, the campaign saw Enterogermina collaborate with physicist Robert Matthews, who was awarded the Ig Nobel Prize in 1996 for his study proving Murphy’s Law applied to toast.

A short documentary was created as part of the campaign, showing Matthews working with a team of scientists and bakers to design a specially engineered toast, in an attempt to defy this theory.

The short film dives into the scientific research behind the concept, the creation of the first prototypes in the kitchen of 12 Michelin-starred chef Nuño García, and features insights from microbiology researcher Simon Baines.

Ségolène de Marsac, global brand GM at Enterogermina, said, "This innovative activation embodies our commitment to turning conventional wisdom on its head. Just as we are challenging the laws of gravity, we are also challenging common misconceptions about gut health through this unexpected mockumentary.”

Presenting the topic in a provocative and fun way, the campaign explores the ‘5-second rule’, and the potential risks this can pose to gut health, to raise awareness of the importance of probiotics.

“By questioning a widely held belief like the 5-second rule or the odds of toast landing butter-side up, we aim to spark curiosity and discussions about gut health in a light-hearted way,” says Eduardo Magalhães, CMO of Opella Brasil

The prototype was a success, landing butter-side up about 75% of the time, as opposed to only 37% of the time when using conventional toast.

The campaign launched in Brazil, with over 40 KOLs attending an exclusive screening of the documentary at Sao Paolo's famous Le Pain Quotidien bakery. The 360° media strategy, led by WMcCANN, includes the documentary premiere on Discovery Channel.

The campaign also features influencer amplification in partnership with Spark and a digital strategy led by Monks, focusing on social media engagement.