Great example of a simple and compelling claim linked to core benefit of the brand.....giving more fibre for a healthier you.   Good use of  insightful everyday language ("hello misery guts") and very simple product claim ("fuels a happier gut for a healthier you").  The claim uses emotionally uplifting language, and is supported with some simple science ("superior wheat fibre with one bowl providing 1/3 of daily fibre intake").  The winning claim is executed very well in TV copy, with on-pack graphics.

Looking for new ideas and inspiration for your own business?  Take a look at how we help leading brands to generate winning insights and ideas.