Physician’s Choice
Noan Kahan Stunt
HERE’S WHAT HAPPENED:
400K+ organic video views in the first 7 days
$45K+ earned media value
Brand tapped into viral pop culture moment in an authentic way
Goals
When a concertgoer at a Noah Kahan show went viral for relieving themselves on the venue floor rather than losing their spot in the crowd, the internet dubbed the incident "Poopgate." As memes, news coverage, and Noah Kahan himself fueled the conversation, HEADLINE recognized the moment as a perfect cultural fit for Physician's Choice's digestive enzyme product.
Our goal was to move at the speed of culture, turning a viral internet moment into an unexpected, product-led activation that felt funny, timely, and genuinely relevant instead of like traditional advertising.
Execution
Within 48 hours of Noah Kahan's viral "Poopgate" story, HEADLINE identified the opportunity and launched a reactive "Oddvertising" activation.
Strategy
Identified a trending news story with a natural product fit
Concepted and produced a reactive social campaign in under 48 hours
Sourced and contracted a Pittsburgh creator to activate on-site at Noah Kahan's concert
Distributed Physician's Choice digestive enzymes to concertgoers and captured social-first content
Results
The campaign proved that speed and cultural relevance can outperform traditional brand marketing.
400K+ organic video views in the first 7 days
$45K in earned media value
Successfully positioned Physician's Choice at the center of a viral cultural conversation
Reinforced the brand as humorous, culturally aware, and genuinely useful rather than promotional
