Although the toast always falls on the side of the butter, if it passes less than five seconds on the ground you can eat again. Or maybe, neither of the two things. The Brazilian probiotic brand Enterogermina It has proposed to deny science, on the one hand, and myth on the other, to invite the public to reflect on intestinal health and remember the importance of maintaining a balanced flora.

From the hand of the agency MRM Spain, he has presented “Murphy’s anti-law toast”a campaign that challenges this famous law creating a toast design with butter that – you always falls up. To do this, he has had the help of Robert Matthewsa researcher who became famous for trying precisely this theory in the 90s, and with Nuño Garcíaa chef with 12 Michelin stars.

“The idea is to reduce the risk that toast falls at an angle of between 90 and 270 degrees”, Explains Matthews in the short of the campaign. The 10 -minute piece, with the production of content content, shows how the entire process has been with the physicist and the chef, until they find a Toast prototype that always falls up.

During the experiment, the roasted obtained fell 75% of the time with butter upcompared to 63% of conventional toasts that do the opposite. Enterogermina demonstrates, thus, that the precept “Everything that can go wrong, will go wrong”Murphy’s law can be reversed.

From here, the brand relies on the explanations of the microbiology researcher, Simon Biles, to prove that the five second rule It is dangerous for intestinal health. “Surfaces that seem clean can house bacteria and other microorganisms that pollute food instantly. Some foods even absorb these bacteria faster than others”They point out in a statement.

“Murphy’s anti-law toast” has been activated with a Digital Monks strategy on both youtube and the brand’s Instagram profile. Here you have published different contents to expand the scope of the campaign. On the other hand, media planning, devised by WMCCANN in Brazil, includes the Release of the Short at Discovery Channel Brazil.

From the hand of the influencers spark agency, Enterogermina has also collaborated with the Brazilian content creators Gabriela Bailas, Malcom Ferreira, Pedro Primak and Brino, to reinforce the humorous component of the campaign from a real brand experience. These have received a sample of the toast to do the experiment for themselves and show it in their profiles.

The brand concentrates all the campaign information on a Specific website. Here, in addition to connecting the experiment with your stomach products under the phrase “Fall on the side that falls, you can trust enterogermina”, It offers consumers the possibility of downloading all details with formulas included, as well as obtaining the recipe to do toast at home.

“When questioning a belief as widespread as the 5 seconds rule or the chances of a toast being with butter up, we seek to awaken curiosity and debate on intestinal health in a fun way”, Argues Eduardo Magalhães, Marketing Director of Opella Brazil.

For its part Félix del Valle, CCO of MRM Spain, highlights the daring of the brand when making the campaign, and its own value for Generate conversation about intestinal health. “The result is a unique content that captures attention from the first second, combining pure entertainment with education”, He adds.

From enterogermina they conclude by ensuring that, although science is able to create such a toast, There are certain habits that are difficult to change. “If a toast falls with the butter down, there will be people who coma, even with the possible bacterial contamination”Therefore, they encourage the intestine with prevention and the help of its products.

More info: “Murphy’s Ani-Law toast”