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Unilever Take Control

This article was originally published in The Tan Sheet

Executive Summary

Company launches Take Control salad dressing Sept. 23 in three flavors: Italian, Blue Cheese and Ranch. The cholesterol-lowering product is priced at $3.95 for an 8 oz. bottle. Coinciding with the product launch is the beginning of Unilever/Lipton's "America...Take Control" campaign, which features ads running in newspapers including the New York Times and USA Today that highlight the "Take Control Cholesterol Care Line," a toll-free number slated to run for two weeks. From Sept. 23 through Oct. 8, consumers can call for a free "personal cholesterol consultation with a registered dietician." A similar program also is running through the brand's Web site. The campaign augments ongoing TV and print advertising for the entire Take Control product line, which also includes the cholesterol-lowering spread. McNeil also recently expanded its Benecol line with salad dressing (1"The Tan Sheet" June 14, p. 6)
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