When P&G first launched Metamucil Fibresure, a tasteless, soluble fibre supplement in Australia, it experienced a low product awareness level and Australians associated it with laxatives, leading to sales below expectations. Our primary objective was awareness and repositioning Fibresure as an everyday wellness supplement.To engage consumers firstly in a conversation about fibre, we launched a quirky teaser campaign hosted on an unbranded blog site about the attempts of a Japanese family trying to create the world’s first hi-fibre salmon by feeding them carrots. The first attempt saw the father trying to feed a salmon with carrot. When he fails, he engages a master craftsman to craft the carrot into a fish. The third attempt saw a hypnotist at work, and the last attempt had the father dressing up as a bear in order to scare the salmon into eating the carrot.

This was part of a bigger campaign that emphasized the usage, form and benefit of the product via the “Hi-fibre Anything” campaign platform. It was only in the last film where the product comes in – via the mother whom had found a better and more convenient way to make their salmon hi-fibre through Metamucil Fibresure.