Challenge: Everyone knows that Metamucil helps you stay regular. But most people don’t realise that pooping properly can improve your overall health. So how do you start a conversation about the health benefits of a good dump?

Solution: People want to improve their health but they’re tired of fads. They want something lasting. And Metamucil is their perfect, lifelong partner. To convince them we created a love story that had everyone holding their breath. Our hero, Nugget, finds his perfect stool mate with Miss Metamucil.

Reaction: At two weeks there were 4 million views, organic reach of 27% and a view through rate of 29%. Trial went up by 30% and market share reached its highest point in the brand’s history.