Konsyl Fiber
The Challenge
The fiber supplement space is dominated by clinical messaging, sterile branding, and forgettable advertising. Konsyl came to us with a simple but urgent ask: help them break out of the noise and establish a fresh, modern voice for the brand. With a short turnaround time and limited creative assets, we were tasked with building a brand awareness campaign that would challenge the conventions of the category. The goal wasn’t subtle: get attention fast and reposition Konsyl as the bold new name in fiber.
The fiber supplement space is dominated by clinical messaging, sterile branding, and forgettable advertising. Konsyl came to us with a simple but urgent ask: help them break out of the noise and establish a fresh, modern voice for the brand. With a short turnaround time and limited creative assets, we were tasked with building a brand awareness campaign that would challenge the conventions of the category. The goal wasn’t subtle: get attention fast and reposition Konsyl as the bold new name in fiber.
Project
Creative Campaign
Role
Creative Direction
The Approach
The execution was as simple as the message. We stripped away everything nonessential. No lifestyle photography. No doctor recommendations. Just the product and the punchline. Clean typography and deadpan headlines created stopping power in high-traffic areas. Out Of Home placements were chosen intentionally to support the campaign’s ambition: get people to stop, laugh, and remember the name. The tone was playful, irreverent, and human. Exactly what the fiber category had been missing. With minimal creative inputs, we built maximum impact.
The Approach
The execution was as simple as the message. We stripped away everything nonessential. No lifestyle photography. No doctor recommendations. Just the product and the punchline. Clean typography and deadpan headlines created stopping power in high-traffic areas. Out Of Home placements were chosen intentionally to support the campaign’s ambition: get people to stop, laugh, and remember the name. The tone was playful, irreverent, and human. Exactly what the fiber category had been missing. With minimal creative inputs, we built maximum impact.
The Strategy
Our approach started by rejecting everything expected in this space. Instead of leaning into medical claims or digestive jargon, we focused on cultural clarity and humor. The campaign was built around a single, undeniable insight: everyone poops, and most people could probably be doing it better. That simple truth gave us the opening to say something no other fiber brand was willing to. The "Poop Better" platform gave Konsyl a confident, conversational tone that could speak directly to real people, not patients. It was direct, unexpected, and perfectly engineered for interruption.
Our approach started by rejecting everything expected in this space. Instead of leaning into medical claims or digestive jargon, we focused on cultural clarity and humor. The campaign was built around a single, undeniable insight: everyone poops, and most people could probably be doing it better. That simple truth gave us the opening to say something no other fiber brand was willing to. The "Poop Better" platform gave Konsyl a confident, conversational tone that could speak directly to real people, not patients. It was direct, unexpected, and perfectly engineered for interruption.
