• What we’ve done
• Anadin
• Benecol
• Department of Health and the NHS
• Magic 105.4
• Tesco

Benecol

Brand positioning and development

Benecol asked us to help redefine its positioning within the low cholesterol food market. Although it had successfully launched the category in the UK, it was finding it increasingly difficult to distinguish the brand from newer competitors and had lost its number one position. If you’d seen a reel of ads for low cholesterol yoghurt drinks a couple of years back, you’d have seen that every brand communicated in exactly the same way: a succession of glamourous middle aged couples prancing around their kitchens and reaching into their giant fridges for similar looking products.

We ran a series of client workshops featuring a range of clever exercises and techniques to help the team reconnect with the essentials of the brand and arrive at a single-minded and disciplined sense of what it uniquely provides the consumer. We also developed a Brand Window — a proprietary model setting out clearly the non-negotiable beliefs of the brand and how it should behave as a result — that was subsequently used by Benecol as a template for a striking and very different TV campaign, as well as a guide for NPD.

At the start of 2008, thanks in part to the strategy we helped develop, Benecol regained its crown as the UK low cholesterol market leader and is now some distance ahead of its competitors. In fact, one of them has realised the game’s up and has withdrawn from the market altogether.