As embarrassing as we may find talking about constipation, the word ''shit'' is something we have no problems saying. In other words: Shit is sometimes

easier said than done. This hilarious, but very true insight, gave us an angle to open up this subject in a straightforward way, create impact, generate buzz and put a smile on people's face.

By using very in-your-face colours, typefaces and media, at surprisingly day-to-day places and moments we shamelessly went for impact. Leaving no place for embarrassment. Bumpers on TV, billboards in the streets, posters in store, posts in social media, wherever we touched the target group, we showed the same audacity. Consistency in everything.

During and just after the campaign-period drugstore sales of Metamucil soared. Sales indices went up 50%: from 100 at the start of the campaign to almost 150 the months after. Marketshare of Over-The-Counter sales at the drugstores even quadrupled: from below 5% at the start of the year up to over 20%! A growth-factor of 400%!