Lefax: Farting to Stardom (Germany)


Lefax, the best-known and best-selling preparation for flatulence and abdominal bloating in Germany, needed a bold and socially relevant content strategy that would help attract consumers age 30-49. Because research showed – and we all know! – that flatulence is embarrassing, and that this demographic often prefers to discuss such matters in online forums, the team knew the strategy would have to be online and social.

Building on the popularity of, and obsession with, celebrities, the team developed two humorous videos that parodied celebrity gala events – by including red carpet farting moments – and aired the videos in the weeks before and immediately following Germany’s prestigious Bambi Awards. The videos went viral, attracting 32,000 views on YouTube and capturing the attention of mainstream media, which inspired thousands of consumers to actually begin to engage in conversations about flatulence online and reaching Lefax’s goal of generating buzz about the topic.