Fiber One

A turn-around story, made possible by buzz.

Fiber One

Want people to pay attention to what you have to say? Give them something worth paying attention to.

We created a celebrity-studded original song and music video to promote a new product renovation.

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FIBER ONE / BRAND RELEVANCE

Work Done

Fiber One had a fantastic new formula and wanted everybody to be talking about it. But the brand was losing relevance, and needed to find a way to connect. We realized there was a way to re-frame the renovation as something their audience (women, 50+) loves to talk about… all of the nips and tucks their favorite celebs and reality stars get done.

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So, yeah. Fiber One got some work done too. And then we got a few reality stars to sing an original song about it all.

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The video was released as pure content on Vimeo, and broke with a Us Weekly exclusive.

Written by hitmaker Sam Hollander with a video directed by Britney Spears favorite, Ben Mor, “Work Done” features blow up lips, disappearing wrinkles and enough enhanced body parts to rival the enhanced vocals. And while 50Cent usually gives his shout outs to Baccardi, our stars prefer to name drop Fiber One.

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And it doesn’t just look good. Fiber One is being called "the greatest turn-around in General Mills history."

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