P&G Hi-Fibre Salmon
Project Goal:
The client wanted a newspaper ad to talk about a colourless, odourless, and tasteless powder fibre supplement Metamucil Fibresure—complete with consumption shot. We decided to tell them no.
Summary:
Because nobody wants to listen to a brand talk about fibre. It was a simple product though: whatever you add it to, it becomes hi-fibre. So we decided to start a conversation about Hi-fibre Anything. The online campaign was aimed at making the impossible possible. It then made perfect sense to create the world's first Hi-fibre salmon. Told through the fictitious and quirky Tanaka family, it shows their adventures in their experiments at their salmon farm. The guerilla campaign was then released into the wild. Further brand efforts were created to respond to the Tanaka family's antics on blogs, forums as well as on primetime TV. More than 100 Hi-fibre Anything recipes were created; while more than 6000 product sample requests were made on hifibreanything.com.
P&G signed off on an irreverent take on how to sell a colourless, odourless and tasteless fibre supplement. It tells the story of an ordinary salmon farming family with an extraordinary ambition—selling a new breed of highly fibrous salmon. By way of carrots.
Kato Tanaka discovers blogging. And Facebook. For better and for worst, the blog documents the Tanaka family's intentions in introducing fibre to the salmon in the family farm. The various non-scientific methods were dubious to say the least.
Kato's father wanted to sell more salmon; Kato wanted a girlfriend. Their goals weren't entirely aligned and it was perfect.
This is where the magic happened. Watch how it all went down.
