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. This paper shows how by reviewing and changing their communications approach from functional product praise to consumer-centric emotional empowerment messages, consumers were able to take control of their cholesterol and make Benecol part of their daily routine. Traditional TV ads were replaced with daily reminders across multiple media