Enterogermina
Anti-Murphy’s Law Toast
TRUTH WELL TOLD
Enterogermina flipped Murphy’s Law with a humorous twist, using science and a 75% butter-side-up success rate to show that gut health matters more than the 5-second rule.
DESCRIPTION
According to Murphy’s law, toast tends to land butter side down. Until now. The Anti-Murphy’s Law Toast is the first-ever toast designed to land butter side up.
An experiment by Enterogermina and MRM was designed to kick-start a conversation about gut health by playfully challenging the unfortunate data point around buttered bread—through a unique innovation at the hands of renowned physicist Robert Matthews and master baker Nuño García.
Our documentary followed the pair as they endeavored to create a new kind of toast that defied Murphy’s Law. But it didn’t stop there. The toast was made available at Le Pain Quotidien and influencers and journalists could test it, love it and share it. The result: 86% engagement, 91% positive sentiment, and an 8.6% increase in sales during the campaign period.
CLIENT
Opella
BRAND
Enterogermina
REGION
LATAM
CATEGORY
Health & Wellness
Innovation
Brand Experience & Activation
Titanium
PR
Entertainment
Film
INDUSTRY
Pharma/OTC
AGENCIES
MRM Madrid McCann Brasil Weber Shandwick Brasil Spark Media Monks