March Madness Gets Moving with MiraLAX

MiraLAX has turned heads this March Madness with the launch of its newest product, MiraFAST — fast, gentle constipation relief in as little as 30 minutes.

MiraLAX did this with a full-court press around… #2. Because let’s be real — staying on top of #2 helps you stay #1. In a bold move, the brand sponsored #2 players in the NCAA Women’s Sweet 16, to give them the spotlight (and some sweet relief) with a campaign that’s equal parts performance-driven and potty-powered.

Crafted by Bayer, VaynerMedia and VaynerSports, the cheeky campaign features content from sponsored athletes like Vanessa de Jesus, #2 Duke; Ruby Whitehorn, #2 Tennessee; and Grace Townsend #2 UNC, spotlighting how MiraFAST can help athletes stay focused when game-day nerves hit — in all the wrong places. The campaign is rooted in a powerful (and hilarious) insight from social: digestive issues can derail performance, and athletes are talking about it more than you'd think.

With viewership for women’s hoops hitting historic highs, MiraLAX is showing up in an authentic, performance-forward, and totally unexpected way — by supporting players, destigmatising the conversation, and proving that staying on top of your #2 can help you stay #1.

Tonight, #2 athletes face off: KK Arnold, #2, UConn vs. Avary Cain, #2, UCLA — two powerhouse players at the heart of a very unexpected brand play.