A turn-around story, made possible by buzz.
We created a celebrity-studded original song and music video to promote a new product renovation.
FIBER ONE / BRAND RELEVANCE
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.
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.