P&G Positions Metamucil as 'Original Biohack'
Procter & Gamble's Metamucil brand is making its claim in the ongoing wellness conversation. The company is hoping to break through the multitude of viral trends hitting consumers today — and remind them about the health benefits of fiber intake on their next shopping trip.
Specifically targeting the viral trend of fibermaxxing (reaching your daily recommended fiber intake of 28 grams), the brand launched a campaign with 1990s icons Lance Bass of boy band NSYNC and Danielle Fishel from "Boy Meets World," a popular sitcom during that decade.
The digital-first "Metamucil Mic Grab" campaign highlights the product as the "original biohack" that has supported digestive wellness for nearly a century. Key messaging encourages consumers to keep choosing Metamucil psyllium fiber products when trying to reach their daily recommended fiber intake.
Social media posts on Instagram encourage consumers to shop for products directly from Walmart via TalkShopLive, the live-streaming, video-commerce platform designed for shoppable video content.
The content series began rolling out on April 29, featuring five episodes centered on some of the most-searched wellness topics today, including gut health, digestive health and incorporating fiber. To tune in, consumers can follow the brand on Instagram or visit its website for more information.
Hosted by Amy Shapiro, a nationally recognized nutrition expert and founder of Real Nutrition, the series uses '90s nostalgia with Bass and Fishel discussing their health journeys throughout the decades.
"By positioning Metamucil's psyllium fiber at the center of today's most relevant wellness conversations, we are finally giving this foundational nutrient the spotlight it deserves," Ryan Parker, Metamucil's brand director, said in a media release. "For 90 years, Metamucil has been the expert in digestive wellness. With the 'Mic Grab' series, we're proving that while wellness trends come and go, foundational health starts with a simple, science-backed habit."
According to company research, 90% of Americans aren't hitting their recommended daily fiber intake, Shapiro noted, saying that the series provides consumers with the information they need to add Metamucil products to their carts.
Said Bass: "With this whole 'fibermaxxing' trend going viral, I'm laughing because, thanks to Metamucil, I've actually been doing this for years. I'm way ahead of the trend."
