Magazine article Marketing

DIRECT: Benecol Picks Elvis for Drinking Yoghurt Work

Magazine article Marketing

DIRECT: Benecol Picks Elvis for Drinking Yoghurt Work

Article excerpt

Benecol has appointed start-up direct marketing agency Elvis to back the launch of its latest brand extension, Benecol drinking yoghurt.

It has been designed to provide consumers with a daily dose of cholesterol-reducing yoghurt. It is next year's most important product launch for the Benecol brand, which is owned by McNeil Consumer Nutritionals, part of Johnson & Johnson.

Elvis, which opened its doors last week, picked up the work without a pitch. The venture is being backed by advertising agency Miles Calcraft Briginshaw Duffy (MCBD), which handles Benecol's above-the-line work.

Elvis has been set up by former Claydon Heeley Jones Mason managing director Mark Leversedge and former Inferno client services director Martin Semmens.

Marketing for Benecol drinking yoghurt kicks off mid-November. It is being positioned at the premium end of the yoghurt drink market to compete with products such as Yakult and Actimol.

Activity includes sampling at events such as the BBC Good Food Show, door-drops, in-store point-of-sale and advertising in supermarket magazines. …

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