TITLE

J&J scraps TV portion of $100 mil Benecol push

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the withdrawal of the TV portion of an advertising campaign by Johnson & Johnson's McNeil Consumer Products for Benecol, a line of cholesterol-lowering or functional foods. Although the healthcare marketer had promised to support the products with $1 million a week in media, McNeil found the campaign has not succeeded in boosting sales of the brand and it has discontinued it. The inefficiency of the spots, via Saatchi & Saatchi Healthcare, may be due in part to the high price of Benecol products, which retail for as much as $5.99, roughly $1.50 more than rival Lipton's Take Control spreads and dressings.
ACCESSION #
2584996

 

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