We created an outrageous rubber diet brand and products to mock the excesses of the industry – Chew Treats.

Chew Treats™ launched with a bad infomercial, lurid packaging, and its own awful website.

At the end of the launch video, we gave viewers the choice to ‘Fight your instincts’ and have an actual Chew Treat sent to them, or ‘Don’t fight your instincts’ and receive a Fiber One coupon.

In three weeks, we’d received 45,000 likes and almost 46,000 shares on Facebook alone.

We ran out of Chew Treats and, more importantly, thousands of Fiber One coupons were redeemed.

The campaign positioned Fiber One as a brand that makes dieting something worth laughing about, not crying.