We helped Benecol rebuild its brand positioning in Hong Kong to reach new consumers.
The challenge
Benecol wanted a new brand position to increase penetration and re-establish itself as a leader in cholesterol control.
Our approach
We uncovered local ‘aha’ moments and used them to update the motivation statement, reason to believe and point of difference, keeping elements that tested well.
The result
A new brand seed and positioning that delivered robust growth in brand affinity.
Brand-wide figures reflect the client’s overall performance, not this project alone.
