Metamucil encourages Aussies to #LoveYourGut in newly launched short film via McCann Health

With 2.1 million views in five days across digital platforms, leading digestive wellness brand, Metamucil, is aiming to repoop-sition itself with its new campaign via McCann Health, claiming its seat on the throne as Australia’s number one fibre supplement.

Riding on the trend of Australia’s love affair with reality TV, the two minute digital film is a solid effort to take the brand’s already successful presence in the health and wellness space to the next level, and is sure to get Australians talking about a sensitive subject: their bowel movements. In a move away from previous creative executions, the campaign focuses on the brand’s core benefit of constipation relief first, ahead of talking about its other health benefits.

VIEW THE SHORT FILM

The film tells the moving tale of Nugget and Meta, a couple at the centre of a stinking good love story. Created to push the benefits of “remaining regular” into the spotlight, the clever campaign focuses on the brand’s most integral brand equity with the ultimate goal of helping thousands of Australians let go in order to lead a happier, healthier (and more regular) life.

McCann Health was tasked with using humour to say the unsayable about an often squeamish subject matter; namely, bowel movements. The daring film puts poop and digestive health front and centre, and brings to light the wide ranging health benefits of increased fibre intake and the importance of maintaining regularity.

Says June Laffey, executive creative director at McCann Health: “Never was there a greater love story! We were blessed to have a brave client, an awesome brief, a great production team and an idea that was given the room to grow (funnier) every step of the way. This creative opportunity was right up our alley.”

Says Akhilesh Negi, country category leader, P&G Healthcare, ANZ: “This week , P&G’s global CMO Marc Prichard delivered a keynote speech at the American Association of Advertising Agency’s Transformation Conference in which he reiterated the challenge to the business and its agency partners to raise the bar of creativity to break through the clutter. McCann Health has absolutely delivered this with a breakthrough and engaging piece of content.

“It’s exciting to see our brand break traditional boundaries and communicate Metamucil’s key product benefit in a meaningful and entirely poo (new) way.”

Working with partner agencies, P&G has invested in a fully integrated amplification plan including social video distribution, celebrity seeding and amplification across Metamucil social media channels. MediaCom and LAVA are driving views through multi-platform video seeding to reach audiences across YouTube, Facebook and Twitter, with Hausmann Communications leveraging its extensive network to engage high profile household names and well known comedians like retired Australian professional rugby league footballer Beau Ryan and former Bachelor contestant Tiffany Scanlon, to share across their social channels.

Agency: McCann Health

Account Manager: Max Cahill