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MAR 2007

Metamucil's New Motto: Be Beautiful on the Inside†

Wall Street Journal, March 20, 2007 — 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.

Category: Brand Strategy
Tags: Metamucil, Advertising, Repositioning

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