Benecol - Rebuilding a Business with Everyday Communications

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking.

Benecol – Rebuilding a Business with Everyday Communications

Principal Authors: Helen Adcock, Joe Rudkin - CaratContributing Author: Sharon Powell - MCBD

INTRODUCTION

It was Autumn 2007 and the Benecol® brand was struggling.1 This category pioneer had been overwhelmed by wealthier competition. A once-innovative brand had staked all on an advertising model that was rapidly losing traction. It had mislaid both voice and direction. In a dwindling, cluttered marketplace, sales had plummeted and Benecol was in decline.

Only one thing rescued this brand: a fundamental communications reappraisal.

A radical strategic shift – refined by insight and evaluation –...

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