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.
Sid: Paano tayo magbebenta kung wala na tayong pwedeng sabihin?
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
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!
After countless attempts and revisions, the boys finally cracked it. Watch the final version of the TVC below: