Miles Calcraft Briginshaw Duffy has revealed the first Carol
Vorderman-free TV work for Benecol, the Finnish spread and yoghurt brand
that claims to significantly lower cholesterol levels.
The ads introduce a relentless Finnish Benecol employee called Stefan,
who accosts everyone he meets, boring them with details of the benefits
of the products. The campaign marks the end of the Saatchi & Saatchi
testimonial-style ads which launched the brand in 1999. MCBD won the
account in August.
In "hotel", Stefan checks in to a hotel, telling everyone about
The bell-boy receives a yoghurt as a tip, products are handed out to
everyone and he is undaunted even when the lift doors close on a full
car without him.
"Salesman" sees Stefan come up against a double-glazing salesman who
knocks on his door, only to have his sales spiel constantly interrupted
by information about Benecol. The salesman gives up and escapes, then
hides behind a bush while Stefan looks for products in his bag.
In "specials" an Italian waiter is encouraged to use Benecol spread
instead of olive oil, and everyone in the restaurant is offered a pack.
All the spots carry the new strapline: "Experts in reducing
"The 'expert' positioning is a powerful territory for us to occupy as we
continue to build the brand and expand the product range," Benecol's
marketing manager, Elizabeth Carlson, said.
MCBD's account director, Michael Pring, added: "The new campaign builds
the brand's credentials and leverages its Finnish heritage in an
entertaining and light-hearted way. We want people to enjoy the
advertising but also understand that when it comes to reducing
cholesterol, there's only one brand to turn to."
The ads break on 25 October. They were written by Ella Wilson and art
directed by Caroline Oliver. They were directed by Adam Springfeldt and
Henrick Sungdren at Acne Films. Media buying is through Initiative.