Metamucil is a remedy against constipation. An issue more people suffer from that you would expect. That’s easy to understand, because people just don’t like to talk about it. Consequently, Metamucil leads a quiet life in the shelves of the drugstores.

So the goal was clear: it’s time to break the silence and strengthen the brand name awareness for Metamucil, link it to constipation and make the issue of constipation as 'easy to talk about' as possible.

By using very in-your-face colours, typefaces and media, at surprisingly day-to-day places and moments we shamelessly went for impact. Leaving no place for embarrassment. Bumpers on TV, billboards in the streets, posters in store, posts in social media, wherever we touched the target group, we showed the same audacity. Consistency in everything.