Almost two years of strategy. Six months of creative development. And it all came down to fifteen seconds of waste-free dancing that began to impact sales within just a few weeks of first airing.
The "moment of lightness" even hit Instagram
The magic of Boomerang drove home the magic of Metamucil in a dark post on Instagram, where the brand does not maintain a presence (Seriously. Before we launched our work, the @metamucil brand handle was owned by some guy who likes cats). But the client knew they had a message that resonated with millennial types, and knew where to find them.
We also audited the Metamucil website, identifying where and how we could update the web copy to support the pivot from holistic wellness to, ahem, sluggishness prevention.
