The launch of Fibersure, a clear, tasteless fiber supplement that can be used in cooking and baking, expanded Procter & Gamble’s market potential with younger, health-conscious consumers. Tapping into this new market, however, required a creative means to drive product awareness and educate consumers. In response, Graphica developed an integrated point-of-purchase strategy that engaged the senses to sell Fibersure’s clear advantage.

To stand out in a crowded retail space, we designed highly tactile point-of-purchase displays that incorporated bold graphics and colors. Translucent, and frosted substrates on the displays reinforced the product’s transparent nature. In-store taste tests, combined with demonstration books filled with basic recipes and tantalizing photographs, offered immediate, convincing proof of the brand promise.

The energetic, high-touch visual approach was balanced with concise, easy to digest statements that instantly communicated Fibersure’s benefits to busy shoppers. At every step, we built on the brand promise to visually and physically demonstrate how simple Fibersure is to use. The result? Consumers instantly associate the Fibersure brand with wellness and ease of use, stirring interest in and demand for the product.