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 –...