Spec project spotlight
Grüns
spec project covers:
Campaign concept
Script copywriting
Headline copywriting
Brand voice alignment
Proposed partnerships
The holidays mean routines go out the window, including what you eat and where you… go (if ya know what I mean). This independent spec concept imagines how Grüns’ fiber gummy, Müves, could bring its fun, playful approach to daily fiber into the holiday season, for a routine that withstands the chaos and offers support when you need it most.
The hypothetical campaign explores seasonal copy, creator activations, and potential brand partnerships, based around two kits: one for travel and one for self-care. It incorporates the Western inspiration and bathroom humor the brand is already using to promote Müves to connect the experience from departure gate to home sweet throne.
Uncommissioned portfolio concept. This is a spec project, not affiliated with or endorsed by Müves, Grüns, or the proposed partner brands.
It starts with 2 limited edition Howdy Doody holiday kits
Both come with Müves daily packs to keep your fiber routine when life is anything but regular.
Happy Trails On-the-Go Kit
Your flight’s boarding. Your gut says “GATE CLOSED.” Pack a little familiarity for unfamiliar bathrooms, so you can stick with your daily routine even when you’re on the müv.
Includes:
Grüns toiletries pouch so it’s easy (and adorable) to take your gummies wherever you go.
Poo-Pourri X Grüns spray and sanitary wipes that smell like the gummy’s strawberry kiwi flavor, turning a potentially embarrassing airport moment into a ding-danged delight.
Gummy luggage tag that feels like a Müves gummy and doubles as a fidget toy you can squeeze for travel stress.
Home Sweet Throne Self-Care Kit
The one that’s gut you covered for holidays at home when you have to make your turn in the one good bathroom count. Not to mention when your mom puts out her famous cheese platter. You really shouldn’t… but you know you’re gonna.
Includes:
Who Gives a Crap X Grüns toilet paper wrapped in original artwork from a Western illustrator. Think cowboys, cacti, little outhouse on the prairie.
Squatty Potty x Müves toilet stool designed to look like your feet are in cowboy boots. Yeehaw.
Cowboy gummy bear eye patches that feel and look like Müves gummies, with enough to share (and take selfies) with the whole family.
Making it a Müv-ment
Partner with Mairlyn Smith, the creator of the Fart Walk, to create content and encourage “family fart walks” for digestive health after holiday meals. Campaign invitation: “Head ‘em up, müv ‘em out.”
Family Fart Walks
Partner with lifestyle creators for travel and home-for-the-holidays content. Ideas include carry-on packing, story times of bathroom travel mishaps, and at-home self-care amid the holiday chaos.
Creator collabs
Partner with a dance creator for a simple Western line dance that travelers can follow to “get things müv-ing” between gates. A playful social series called the Caca Slide. (…too far? Too far.)
