Metamucil - Stuck in the Shit(ter)

Helen Chapman

This is a story of movement - of how planning used insights into consumer attitudes to move Metamucil, from being seen in a negative light: as something that constipation sufferers turn to in times of need, to being seen as a brand with a positive role, which anyone could and should use as part of their everyday personal cleansing routine.
Agency: Publicis MojoAuthor: Helen Chapman

Metamucil – Stuck in the Shit(ter)

STUCK IN THE SHIT (TER)

A predictable title but it's a good description for where the brand sat in November 2003, in a position where it meant only one thing – a cure for constipation – which limited it's volume potential to 37% of population who experience the problem only 8 times a year1.

At the same time, it epitomises where we started out on the brief, with a good giggle and gag. No doubt it's the very same place that most agencies around...

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