- Metamucil launched a five-episode digital content series called "Metamucil Mic Grab" on April 29, 2026, featuring NSYNC's Lance Bass and Boy Meets World's Danielle Fishel as brand ambassadors.
- The series, hosted by registered dietitian Amy Shapiro, positions Metamucil's psyllium fiber as the "original biohack," tapping into the viral "fibermaxxing" wellness trend.
- Content rolls out across social media, covering five wellness topics including gut health, digestive regularity, heart health, and healthy blood sugar, using 90s nostalgia to reach millennial audiences aging into wellness-focused lifestyles.
- This marks Metamucil's first known major named-celebrity campaign; the brand has historically relied on doctor and gastroenterologist recommendations in its advertising.
Metamucil, the #1 doctor-recommended fiber brand under Procter & Gamble, is going full 90s with its boldest campaign yet.
The brand tapped NSYNC alum Lance Bass and Boy Meets World actress Danielle Fishel for “Metamucil Mic Grab.” a five-episode digital content series that launched April 29, 2026, hosted by dietitian Amy Shapiro.
The series tackles today’s biggest wellness topics, from gut-health glow-ups to “fibermaxxing,” using the two icons’ personal health journeys as the hook.
Fishel says her doctor recommended Metamucil and it became her go-to for feeling lighter and more energized. Bass credits it as a long-standing habit, joking he was “fibermaxxing” before it went viral.
The move mirrors a broader trend of brands recruiting culturally resonant stars to lead wellness conversations, similar to how Venus William fronted Gatorade “Body of Science” campaign.
For Bass, this adds to his growing health advocacy portfolio. He’s also a Dexcom ambassador, using his platform to raise diabetes awareness since his Type 1 diagnosis during COVID-19.
Fishel, who recently signed a seven-figure overall deal with iHeartMedia in December 2025 to launch her new “Teen Beat” podcast, following her run on Dancing with the Stars Season 34, brings a built-in, highly engaged millennial audience to the campaign.
Much like Ryan Reynolds and Rob McElhenney’s partnership with Ancestry.com, this deal leans on authentic personal connection over traditional celebrity polish.
Metamucil has historically marketed through clinical credibility alone. This campaign signals a clear strategic pivot: storytelling, social-first, and nostalgia-powered.
Takeaways
Metamucil’s pivot here is smart and well-timed. “Fibermaxxing” is genuinely trending, and rather than chasing the trend with a generic ad, Metamucil got ahead of it by signing two 90s icons who carry real cultural weight with millennials now in their late 30s and 40s, precisely the demographic starting to think seriously about gut health, cholesterol, and blood sugar.
Bass and Fishel aren’t just recognizable faces here; their personal wellness journeys make the messaging feel lived-in rather than scripted.
And the social-first, episodic format gives Metamucil repeated touchpoints without the one-and-done fatigue of a traditional TV spot. This is a blueprint for how legacy health brands can break through wellness-trend noise without abandoning their scientific credibility.
Does pairing a 90-year-old fiber brand with 90s pop culture icons make Metamucil feel fresh or is it a nostalgia gimmick that won’t age well? With “fibermaxxing” blowing up on social media, can Metamucil own the trend long-term, or will it fade as quickly as the next wellness buzzword?
