FIBERCHOICE
GlaxoSmithKline wanted to refresh their FiberChoice brand which had grown stodgy and was seen to be “for old people, because, the fiber thing”.
The team decided on using bright, vibrants colors and imagery of fresh fruit (especially berries since it’s widely known they are super rich in antioxidants) to add a whole new level to the refresh. The language is intentionally informational and focuses on the consumer benefit. We wanted to tell the story of how FiberChoice isn’t your parents’ supplement. We also spoke to the health benefits of antioxidants while still being aware that this product is not endorsed by the FDA.
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.
