P& G Metamucil fiber supplement is repositioning from health to cosmetics.
The new advertising campaign carry the tagline “Beautify Your Inside” and resemble ads selling cosmetics.
The TV Ad 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.
The print Ad shows a gorgeous girl in a yoga/ sexy position and tempting smile, with the title “drop dead” gorgeous guts .
It’s a clever repositioning no doubt but we cant help but feeling it is a bit vulgar, if you know what we mean.