Integrated marketing agency Flynn recently launched a national campaign to drive consumer eyeballs and wallets to Reese Pharmaceutical’s new ColoTest®, an over-the-counter Fecal Immunochemical Test (FIT) that screens for blood in the stool.
The campaign includes OTT spots, search, retail media, social ads, and influencer partnerships across TikTok and Instagram—all in support of ColoTest’s launch online and on-shelf nationwide at Walmart stores.
“People really, really don’t want to get a colonoscopy. Even though this procedure can save your life, people will find any and every reason not to do it. We wanted to spotlight a human truth that consumers would instantly relate to and do it with humor—something we knew would help ColoTest steal some attention in the category.”
Pete VonDerLinn, Chief Creative Officer at Flynn
The campaign’s influencer partners ranged from physicians and comedians to content creators who’ve lost a loved one to colon cancer. Collectively, these contributors reach more than 7.5M followers.
“We’ve all seen the headlines about colon cancer rates rising in young adults, especially in those under 45. We sought out high-impact channels that would help us get in front of this age group, and influencer marketing was a no-brainer.”
Bob Burch, Chief Media Officer at Flynn
Reese hired Flynn following a competitive review, citing the agency’s deep experience launching and growing challenger OTC brands—as well as its proven track record acquiring new patients in the consumer-initiated testing space. The “No Excuses” campaign is the agency’s first effort for the brand.
