FIBERCHOICE
COPYWRITING | EMAIL MARKETING | CONTENT STRATEGY
GlaxoSmithKline wanted to refresh their FiberChoice brand which had grown stodgy and was seen to be “for old people, because, the fiber thing”.
We executed a bold, visual overhaul centered on bright, vibrant colors and compelling, fresh imagery. Berries—the undisputed antioxidant powerhouses—became the visual centerpiece, instantly communicating a higher nutritional bar. This isn't your parents' fiber; it's a modern health solution. The language is deliberately straight-forward and benefit-driven, telling the powerful story of FiberChoice now being synonymous with next-level gut health and antioxidant defense.
We positioned the refresh as a break from the past, emphasizing modern health benefits while maintaining strict compliance by clearly framing antioxidant claims for the consumer.
The strategy was to position FiberChoice as a healthy choice by those who value their health. So content included health tips, blog posts from noted nutritionists, and videos from personal trainers; all associating FiberChoice with health and wellness.
The new redesign was carried through into email as well to further the digital campaign.
