Metamucil, a brand developed in 1934, asked us to spearhead and devise a new, modern way to adapt to the ever-changing food landscape. Pink slime made to look like a hamburger. Chicken nuggets shaped like dinosaurs. Our food is in disguise, devoid of all the nutrients we desperately need as humans. Metamucil wanted to pull back the curtain and expose the lie. It’s time to take back those nutrients that our bodies used to get naturally, especially fiber, and add it to our daily routine to help lower cholesterol and improve digestive health. The idea was simple: tell the truth, and challenge those who didn’t believe. By offering a 2-week challenge to feel healthier and fuller after meals, we took “your grandparent’s Metamucil” and made it a modern-day solution to what ails us all. Usage soared and social media interaction charted all new highs. Social influencers shortened the name to Meta, and in turn, we added longevity to what was once a dying, stodgy brand.