Benefiber - fashionable fiber

A 2006-8 campaign for Novartis’ fibre supplement (bulk laxative) Benefiber. Objectives: return to growth by: repositioning brand for health and well-minded customers, solidify ownership of key attributes.

Benefiber “Fashionable Fiber”

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

Benefiber is an all-natural fiber supplement that was introduced by Novartis in 2002. Versus other brands in the category, it offered the unique and relevant advantages of being clear, taste-free and dissolving completely. By mid-2005, Benefiber was #3 globally in the bulk laxative category. However, Benefiber's share and penetration plateaued, and awareness began to decline. Benefiber faced a number of challenges:

  • Consumers viewed fiber supplements as something you used to help with a problem, which was limiting category growth. This was validated by 2006 IRI data that showed over a 3-year period...

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