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To reinvent an 80-year-old brand that is best known as a laxative product in a big orange canister. Metamucil was stuck in a rut. The brand needed to increase its growth and improve its relevance with today’s consumer. P&G tasked Interbrand with putting Metamucil on a growth path by bringing more consumers into the franchise. To do so, the brand needed a dramatic change.
To breathe new life into the brand, Metamucil was repositioned from a reactive “problem/solution” product to a proactive wellness brand. The journey began by creating a wellness vision and story for the brand, transitioning it to a health and wellness brand that is rooted in the idea of “change.” Interbrand brought forward a fresh image for the brand and help it shed its old “grandma’s brand” baggage. The brand name, Metamucil, was shortened to Meta. This change gives the brand the needed stretch to bring the wellness vision to life by serving as a Master Brand over new product lines and benefits such as Meta Health Bars, Meta Probiotics, and more. Interbrand also changed the look of Metamucil by modernizing the face of the brand through look, tone, and feel: visual identity and brand mark to encourage consumers to "make a change."
The new design pays homage to the heritage of the brand, while conveying a vibrant look and feel that reflects the wellness position and vision. While it is contemporized, it is still widely recognized and accepted by current users. The corresponding guidelines that were created to accompany this redesign created a consistent brand image across all touchpoints. The “change” to Meta has resulted in new branding and positioning, which has allowed the brand to break through on shelf. The reinvention has also set the foundation for “Meta” to continue to expand in the future and stretch into new territories of the market.