Case History Database

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.

	Executive Creative Director		June Laffey
	Executive Creative Director		Hugh Fitzhardinge
	Associate Creative Director		Kate Chisnall
	Senior Copywriter		Vanessa Reynolds
	Head of Account Service		Elizabeth Ritchie
	Author/Account Director		Emma Wholley
	Director		Nicholas Clifford		Truce Films
	Head of Production		Michael Ciccone		Truce Films
	Associate Brand Director		Negi Akhilesh		Procter and Gamble