Benecol
A health-focused promotion to reinforce brand proposition.
I was responsible for creating assets for a health-focused promotion to reinforce the unique selling proposition (USP) of Benecol and bring in new shoppers to the cholesterol-lowering category. The goal was to raise awareness and sales of Benecol during National Cholesterol Month.
The promotion was communicated through multiple touchpoints, such as retailer media and out-of-home advertising. It was further supported by magazine ads, in-aisle point of sale (POS), ATM advertising, and location-based digital programmatic display.
It was essential to share the prize details and ensure that the website was easily accessible, to encourage more people to participate and make product purchases.