• The Wall Street Journal (subscription required), Tuesday, March 20, 2007 11:30 AM

New TV ads for Proctor & Gamble's Metamucil fiber supplement intended to relieve constipation 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.

The Metamucil ads do not 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.

Rather than invest in launching new brands, in recent years Procter & Gamble has breathed new life into tired ones. Mr. Clean was revitalized with new fragrance options, splashy advertising and innovations, including a line of car-washing products. Last year, the company reformulated Herbal Essences shampoos to treat specific hair types. And a relaunched Old Spice now has new products popular with teenage boys.

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