P&G builds a market for eating disorders
|
Posted by Guest Blogger April 9th, 2007 |
By Guest Blogger Carrie McLarren
Just saw this ad 
from a new campaign promoting the laxative Metamucil and nearly lost my lunch. Procter & Gamble, which markets Metamucil, has repositioned the brand and is now pitching it with the slogan, “Beautify Your Inside.”
Now, I’m not the gambling type but if P&G isn’t targeting anorexics, bulimics, and other weight-obsessed women with this campaign, you can have my house. Notice how the ad is clearly directed to a much younger audience than the typical (over 60) user of laxatives. Also, the top two questions on the Metamucil website FAQ (what kind of carbs does the drug contain and how many?) are clearly directed to weight-loss junkies.
Metamucil’s desperation is all the more clear in that laxatives have fallen out of favor with some "pro-ana" (that is, pro-anorexia) types, partly because they can cause weight gain. Pro-Ana Nation, for instance, warns:
Don’t take laxatives. Laxatives can cause serious medical complications, and you actually gain weight by taking them. There are natural laxatives though, found in foods like prunes and grapes. Also, there are certain sugar-free cough drops and candies that produce a laxative effect because of the sugar substitute used in them.
What does Metamucil’s brand manager have to say about the overuse of his product by people with eating disorders?
Mr. Podiak says the company isn’t worried because Metamucil isn’t a drug but a natural fiber supplement… "There’s no long-term negative effect" of taking it, he says.
But according to the Metamucil FAQ:
Metamucil is indicated for treating occasional constipation… We recommend you discuss with your doctor the use of Metamucil as a fiber laxative on a long-term
basis.
Of course, you could always just listen to the marketing guy instead.
Guest blogger Carrie McLaren is the editor of Stay Free!, a magazine focused on American media and consumer culture
April 10th, 2007 10:35
Oh My Goodness! When I read ‘Beautify Your Insides’ all I could do was scream with a burst of laughter. Are they serious?! I’m sure.
I can’t imagine having excessive diarrhea being beautify nor attractive. I would join you in throwing up my lunch, but I’m just on my breakfast, puke vomit and throw up!
April 13th, 2007 05:24
The “drop dead” text says it all. Deeply, deeply disturbed.
September 11th, 2007 18:19
How ironic is it that in your rant against the supposed marketing tactics your first reaction was wanting to throw up? Can this subtle hint explain your “marketing targeted at bulimics and anorexics arguments” and your immediate conclusion that PG is attempting to attract such consumers. I don’t prefer to make assumtions of you either though and post them online because of course I’m not the gambling type either.