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Beautify Your Insides

Metamucil Targeting Younger Crowd

No longer looking to just reach it's usual audience of 50 year or older, Metamucil, is shifting things with new packaging and a slew of ad campaigns. Targeted to reach women who are health conscious and in their mid 30's, the brand will utilize attractive models and new pink packaging to help push their positioning within the marketplace.

The usual controversy and skeptics come about with a new marketing initiative: Many people feel the new ads and marketing will create a growing number of eating disorders among younger women to purge after a meal using the laxatives.

Dannon began similar campaign strategies with its Activa brand a while back (not sure if you remember). These spots utilized a metaphor of belly dancing suggesting freshness in vitality for life.

(via trendhunter)

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