Danacol, the cholesterol-lowering yoghurt drink from Danone, is hoping to leapfrog rivals Benecol and Flora Pro-activ through a new campaign linked with the British Heart Foundation.
From June, all Danacol products will carry the BHF logo with 5p from every pack donated to the foundation. The project is aimed at helping Danone build awareness and credibility of the brand as well as helping a good cause.
Danacol is number three in value in the cholesterol-lowering category [ACNielsen 52 w/e February 19, 2005] but it hopes carrying the BHF logo will help it knock Flora Pro-activ off second spot by October. Its ambition is to become the leading cholesterol-lowering drink by mid-2006, overtaking Benecol.
Danacol will be the first drink of its kind to be launched in an eight-pack format, aimed at consumers who visit the supermarket weekly. The launch coincides with BHF’s Help a Heart week from June 4-12.
From June, all Danacol products will carry the BHF logo with 5p from every pack donated to the foundation. The project is aimed at helping Danone build awareness and credibility of the brand as well as helping a good cause.
Danacol is number three in value in the cholesterol-lowering category [ACNielsen 52 w/e February 19, 2005] but it hopes carrying the BHF logo will help it knock Flora Pro-activ off second spot by October. Its ambition is to become the leading cholesterol-lowering drink by mid-2006, overtaking Benecol.
Danacol will be the first drink of its kind to be launched in an eight-pack format, aimed at consumers who visit the supermarket weekly. The launch coincides with BHF’s Help a Heart week from June 4-12.
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