Metamucil: Poo Romance - The Sequel

Metamucil, a brand of fibre supplements, increased its sales by 50% with its humorous sequel to 2017's Poo Romance campaign in Australia.

Executive Summary

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 andgut 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...

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