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,” said Pete VonDerLinn, Chief Creative Officer at Flynn. “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.”
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.
@thestomachdoc Available at Walmart and Amazon. Its a FIT test that is approved by the USPTF for colon cancer screening for average risk individuals. #coloncancerawareness #colotest #noexcuses #health #medical #doctor #guthealth #coloncancer #diarrhea #constipation ♬ original sound - Dr. Joseph Salhab
@enkyboys What are you waiting for?! Go get checked NOW! #noexcuses #colotest #coloncancerawareness #enkyboysforever ♬ original sound - Enkyboy
@thedadbriefs ColoTest Your ColoHealth at mycolotest.com, or find us at Walmart and Amazon. No more excuses … Get tested today! Colon cancer is starting to impact younger adults ages 30-40 more often. The U.S. Preventative Services Task Force (USPSTF) lowered the age to get a colonoscopy to age 45. ColoTest is a great way to test yourself annually. About ColoTest: ● Immunochemical Fecal Occult Blood Test, known as a FIT test ● Over the counter (OTC), no prescription needed ● 98.8% accurate with no dietary restrictions or prep needed ● At-home test that detects blood in your stool, which can be a sign of Colorectal Cancer, Diverticulitis, Gastrointestinal Disorders, Colitis or Polyps. ● Similar to a COVID test, the results come as soon as 1 minute; there are no labs required ● If the test is positive at home, you’d then consult a doctor, likely for a colonoscopy #colotest #coloncancer #coloncancerscreening #earlydetection #preventativehealth ♬ original sound - Slade Wentworth
@nicky.cass1 Family looks out for family. Seriously though, Nonno and the boys have been ripping colotests. So far, so great. #nickycolotest #noexcuses #colotest #coloncancerawareness ♬ original sound - nicky.cass
“We’ve all seen the headlines about colon cancer rates rising in young adults, especially in those under 45,” said Bob Burch, Chief Media Officer at Flynn. “We sought out high-impact channels that would help us get in front of this age group, and influencer marketing was a no-brainer.”
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.
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