I may be overly-sensitive, but this sounds like a fairly gross concept to me. P&G no doubt conducted hours of focus group work (as is their wont), but it still sounds a bit disgusting to include one's intestines as part of one's daily beauty regime.
Metamucil's New Motto: Be Beautiful on the Inside - WSJ.com
Beauty is in the eye of the beholder. Yet it isn't usually associated with Metamucil, a fiber supplement intended to relieve constipation. Procter & Gamble wants to change that.
New TV ads for the company's Metamucil fiber supplement starting today carry the tagline “Beautify Your Inside” and resemble spots selling cosmetics. One shows women applying mascara, styling their hair and putting on lipstick. The first glimpse of Metamucil, in new, bright packaging, is its reflection in the mirror of a powder compact.Nowhere do the ads mention “regularity” or “constipation,” as the old ones did. Instead, a voiceover coos that Metamucil does more than “cleanse your body,” and explains it is useful in reducing cholesterol and fighting heart disease. “Just add Metamucil to your already diva-conscious diet, and your insides will be haute, haute, haute,” say the print ads that will start this spring, featuring a young, slim model with the caption, “Drop-dead gorgeous guts.”
“When you feel healthy on the inside, it really does affect how you project yourself on the outside, and how you really look,” says David Corr, executive creative director for Publicis Groupe, the agency that created the Metamucil ads. “Sure you want to put on a nice dress, but why wouldn't you want to tone your insides, too?”
Tags: Food, /Procter_Gamble
