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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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Benecol salad dressing

Plant stanol ester cholesterol-lowering line from McNeil expanding with nationwide shipping of salad dressing in four flavors: Ranch, Thousand Island, French and Creamy Italian. TV spots and FSIs are expected to break in July; the agency for the brand is Saatchi & Saatchi, New York City. The 8 oz. bottles will retail for approximately $3.99 to $4.99 and carry the new brand claim "Helps promote healthy cholesterol levels." Benecol margarine spread, cleared for marketing by FDA May 17, has been using the claim "Benefits cholesterol" until old labeling sells through ("The Tan Sheet" May 24, p. 12). A detailing force of over 3,000 sales reps has been promoting the brand to physicians, cardiologists and dieticians. Unilever's Lipton division, which is marketing Take Control spread, said it also is looking into possible line extensions. Take Control is derived from vegetable oil sterol esters

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