Work Done | Fiber One
As diet trends evolved, Fiber One lost its footing and needed to revamp its brand. With a catchy song and flashy video featuring Real Housewives reality stars, we capitalized on a cultural phenomenon to break through and bring back the once stale brand to the forefront of diet discussion.
Challenge
How do you bring back a snack food with a totally revamped recipe and show it to an audience of no-nonsense dieters who’ve seen it all before, and probably wrote you off? With the shift to modern ‘wellness’, high fiber diets had fallen out of favor. Fiber One sales had plummeted and was at risk of losing retailer support. Reformulated and feeling itself, Fiber One was ready to be reintroduced to been-there, done-that weight managers. Our audience wasn’t interested in lofty promises of enlightenment and holistic wellness. They wanted to lose weight and look great. They’re obsessed with reality TV stars and their unapologetic stories of transformation…. not unlike our own. This is where the Real Housewives, self-identified plastic surgery proponents known for transformations, provided a way in. Our particular audience has a strong affinity for the Real Housewives franchise – 50% more likely to watch the show versus the average US adult.
Creative idea
We partnered with five stars from the Real Housewives – bold and confident proponents of self-improvement- and yes, plastic surgery—and we made an impressively catchy music video about ‘getting some work done’ that applies the all-new Fiber One brownie. We tapped into the creative minds behind Panic! At the Disco and Katy Perry’s hits to write and produce the video. Then we borrowed a page from the music industry to launch it. The biggest names in music and entertainment “broke” the news and talked it up. We hosted the video on Vevo to provide immediate industry cred and made the track available on music streaming apps. Programmatic, and our talent’s social handles, teased the heck out of the video.
Results
- In just two months, the video passed benchmarks with 300,000 people viewing the video.
- Business results have been outstanding – despite decreased distribution, Fiber One sales have climbed into the green for the first time in nearly 4 years.