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June Laffey, Executive Creative Director
Hugh Fitzhardinge, Executive Creative Director
Kate Chisnall, Associate Creative Director
Vanessa Reynolds, Senior Copywriter
Elizabeth Ritchie, Head of Account Service
Emma Wholley, Account Director
Metamucil has a long history in constipation relief. But in recent years messaging was repositioned to general health and wellness to appeal to a broader audience. Brand share started to decline. So we developed a campaign that combined both regularity and gut health. We had three objectives: increase sales by 15%; grow penetration by 10%; and grow Metamucil brand awareness and core brand equities by 10%. We achieved sales growth of 50%, penetration increased 21%, equities grew 54%, and the category expanded by 10%. Most importantly, it helped the nation talk about the need to stay regular to stay healthy.