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...