Benecol

The revolutionary Benecol® evolution

Benecol® is a global, trusted brand with many tasty cholesterol-lowering foods enjoyed by millions of satisfied people in some 30 countries worldwide. To keep fuelling its growth, Benecol decided to start a small revolution and change their focus from solution to prevention. Out went the medical approach and in came the concept of everyday food smartness.

How to engage those who feel they are already doing enough?

People who believe in eating a healthy diet and exercising are constantly looking for new ways to improve their lifestyle: could they get more out of their choices? And yes, they could! So, together with the client, we crystallized the organizing idea for Benecol® – it makes your food do more for you – and positioned Benecol as the smart alternative to their current food brands.

 

Food, wonderful food - bringing the proposition to life

This core idea for the brand has been a foundation platform for all Benecol® initiatives during an extensive brand renewal project taking over three years. To ensure that the brand promise is accurately delivered to global customers, and to dial up the taste credentials of Benecol®, a comprehensive set of design and communication assets has been created for all those putting the brand to work.

 

How to engage those who feel they are already doing enough?

People who believe in eating a healthy diet and exercising are constantly looking for new ways to improve their lifestyle: could they get more out of their choices? And yes, they could! So, together with the client, we crystallized the organizing idea for Benecol® – it makes your food do more for you – and positioned Benecol as the smart alternative to their current food brands.

 

Food, wonderful food - bringing the proposition to life

This core idea for the brand has been a foundation platform for all Benecol® initiatives during an extensive brand renewal project taking over three years. To ensure that the brand promise is accurately delivered to global customers, and to dial up the taste credentials of Benecol®, a comprehensive set of design and communication assets has been created for all those putting the brand to work.

 

Serving through versatile expertise

We are proud to be the leading agency of Benecol® brand and pursue excellence through a strong partnership with the client. As the Innovation and Marketing Director at Raisio Group, Hanna Tähkäaho puts it: ”LM& is more or less been a part of our design and marketing teams. By working closely together we have been able to trust that the agency lives and breathes the brand essence, the goals of the communication and the specific needs of our country organizations.”