Easy Mix Fiber™
PHYSICIAN'S CHOICE
Launching Easy Mix Fiber™ meant entering a category long dominated by legacy brands with decades of market presence. Physician's Choice saw an opportunity to challenge the status quo with a cleaner, thoughtfully formulated alternative, but success depended on earning attention in an already crowded space, and justifying a higher price point against lower-cost incumbents like Metamucil.
Finding the Right Message
Early on, the team's instinct was to lead with clean ingredients — the product's clearest point of differentiation, and the reason it cost more than legacy brands. But "clean ingredients" is abstract, and this audience responds to practical, immediate concerns.
To test a different angle, we held in-office taste and texture testing against competitors. Easy Mix Fiber won decisively on mixability — no grit, no clumping. I brought that insight into cross-functional creative sprints, testing it against ingredient-led messaging through Amazon PPC. Mixability won there too, and became the campaign's central theme.
Amazon Carousel
Amazon A+ Content
Creating a Cohesive Customer Experience on Amazon
Launching Easy Mix Fiber required more than introducing a new product—it required creating a clear and compelling reason to choose it in an established category.
With mixability established as the strongest point of differentiation, Amazon content was designed to make that benefit tangible — showing, not just claiming, how easily it dissolved — while still communicating the product's other differentiators and creating a seamless experience from search results to conversion.
Meeting Customers Where They Discover Products
To support awareness beyond Amazon, the launch extended into social and creator channels, carrying the same mixability-first message that had proven strongest in testing. Content was tailored for each platform while maintaining a consistent visual identity, helping introduce the product to new audiences through educational, lifestyle, and creator-driven storytelling.
Organic Social - Instagram
Look + feel defined by Amazon assets
Organic Social - TikTok
Highlighting value, mix-ability, and undetectable taste
TikTok Shop Page
Designed conversion-focused creative
Expanding the Fiber Experience
Following the successful launch of the original product, new flavored varieties were introduced to broaden appeal and create additional entry points for consumers. The creative challenge shifted from message strategy to visual balance — introducing flavor-specific color into a system that was already color-driven, without losing the clean, consistent identity established at launch.
The line later expanded with convenient single-serve stick packs, and I adapted the creative system across both new flavors and formats to keep that balance intact. For these launches, I generated all product photography using AI, enabling a fast and visually consistent rollout across every flavor and format.
