Metamucil - Stuck in the Shit(ter)

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...