After getting a 30s storyboard approved for C-Lium Fibre, the team gets some staggering news about the world of supplements.

Claire: Client was asked by FDA to remove all claims from their packaging—and if it’s not on the packaging, we can’t claim it for the brand.

Team: What?!

Sid: Paano tayo magbebenta kung wala na tayong pwedeng sabihin?

Leo:

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Wala nang matitira!

Cush: So puro “music up and under throughout” na lang yung copy ko?

Claire: Nope. We still have to give people a reason to believe.

A few moments of silence pass.

Cush: Teka lang. Kung generic claims ba pwede? Kunwari benefits ng fiber in general ang ibenta natin, pasok ba yun sa FDA rules?

Claire: Yes – but you have to be sure you don’t just sound like everyone else in the entire category. You have to make the benefit story distinctive so that

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branding remains strong enough to stick.

Leo: Bawal naming sabihin na directly galling sa brand yung benefits pero dapat malakas ang branding?

Claire: Of course!

Sid: Wow.

After countless attempts and revisions, the boys finally cracked it. Watch the final version of the TVC below: