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.

Campaign details

Advertiser: Procter & GambleBrand: MetamucilAgency: In houseCountry: Australia

Objectives

P&G's objective from the campaign was to:

  1. Increase sales of Metamucil by 15%
  2. Increase penetration (percentage of Australian households using Metamucil) by 10% by focusing on the gut health market
  3. Improve awareness and core equities of the brand by 10%.

The Marketing team were thus tasked with building brand equity and awareness of Metamucil with younger consumers (25-55 years), who are particularly in the gut health market.

From a communications point of view, the most important brand equities to grow were identified as...

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