For 3 decades Metamucil owned constipation relief in the Australian pharmacy market. The last decade saw a switch of strategy to health and wellness. The new strategy led to some growth but didn't step change our business results. In the meanwhile, chemical laxatives took over This equity is critical as it helps us provide a tangible benefit to the consumer. We needed to do something radical. We needed to step change penetration on the brand. Our target was new users, and to increase usage by existing users too. Our brief was literally "Shit your way to better health" and link Metamucil to constipation relief and constipation relief to overall health & wellness. We needed to create something that got people talking about poo again, and into the pharmacy. We then needed to take this asset and make it work for our pharmacists too. Our answer was a love story between a giant poo and a giant Metamucil container. Two films were made, one for social media, and a special version for pharmacists working at Chemist Warehouse. This version actually added copy-lines to include reference to Chemist Warehouse in the film. The film showed how they met and fell in love on a spoof dating show. Health benefits and even mode of action (through a POO MAN game the lovers play) amplify the health benefits for pharmacists to sell Metamucil. We delivered the film with a promotional offer and education within an interactive pdf on a poo stick and ipad. The poo sticks were delivered by a Health One rep-force to Gold standard pharmacies all over Australia. A second rep-force was sent out to Chemist Warehouse, with their own tailored film. Chemist Warehouse is a huge pharmacy chain within Australia, with their own way of receiving materials.
结果
We have had phenomenal engagement and results on social media and also in pharmacy. We’ve been able to engage pharmacists to drive Metamucil recommendations as well as unlock more in-store displays. Metamucil pharmacy orders have picked up significantly. Metamucil trail is up 30% (against a target of 10%), sales are up and market share is at its highest level in history. We have also seen more engagement with reps, and more shelf space gained, and also more floor space, end shelf space dedicated to Metamucil.