B7 Innovation

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Becel / Flora proactive
Innovation / Brand positioning

We have worked with the Flora / Becel team for many years. The technical innovations of the pro-activ range take many years to develop and medically test… one project that has recently come to fruition (so we can talk about it) is the launch of the pro-activ blood pressure lowering drink.

	Flora / Becel have always been focused on cholesterol control and reduction. Our task was to expand the vision of the brand from cholesterol reduction to the broader area of heart health. High blood pressure is one of the biggest causes of death, so it made sense to start with the most common and serious problem. Our task was to scope and identify the best way to position and communicate the innovation. Using our Adcept Methodology we created multiple communication routes and scoped how the brand might talk about this innovation.

Through our process we learnt that attitudes to blood pressure were quite different from cholesterol. People are frightened when they discover that they have high blood pressure. The aggressive claims that made pro-activ cholesterol control so successful were completely inappropriate when applied to blood pressure. Although important to have the information back of pack, consumers didn’t want the process explained to them as it raised their worries further. We experimented with numerous analogies and emotional tones to find the most compelling communication triggers. We discovered that two things were crucial: reassurance and a non threatening tone as well as the clear message that consumers could get their lives back in control.		Click on image to view an example from the resulting TV campaign

The Adcept Methodology allowed us to identify the optimum launch communication strategy to get exactly the right balance of efficacy and reassurance.