Becel Margarine

becel was launched in 1978 to a population that seemed primed for its positioning: the best margarine for heart health.
Agency: MacLaren McCannAuthor: Not credited

becel Margarine

INTRODUCTION

becel was launched in 1978 to a population that seemed primed for its positioning: the best margarine for heart health. Heart disease, the link between diet and health, and programs to better health and wellbeing were heavily covered by the media throughout the 80s. Yet, some 12 years after its launch, becel was suffering slow growth and flattening share.

becel was given one more chance to prove itself. Price cuts, repositionings, or dramatic increases in advertising spending were ruled out. It was up to new advertising.

One insight made...

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