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McNeil Benecol Promotional Campaign "Redefined" To Focus On Physicians

This article was originally published in The Tan Sheet

Executive Summary

McNeil Consumer Healthcare is "redefining" its promotion of the Benecol line of cholesterol-control products by focusing marketing efforts towards physicians who, the company hopes, will talk up the products to patients.

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Salad dressings discontinued

McNeil Consumer Healthcare and Unilever/Lipton have discontinued shipments of their respective cholesterol-lowering salad dressings, Benecol and Take Control, after less than a year on the market. Although the firms say they want to focus on the brands' spreads, lower-than-expected sales of the premium priced dressings undoubtedly contributed to the decision to discontinue the products. McNeil recently launched Benecol softgel supplements and redefined the focus of its marketing campaign to concentrate on physicians (1"The Tan Sheet" Dec. 6, 1999, p. 4)

Salad dressings discontinued

McNeil Consumer Healthcare and Unilever/Lipton have discontinued shipments of their respective cholesterol-lowering salad dressings, Benecol and Take Control, after less than a year on the market. Although the firms say they want to focus on the brands' spreads, lower-than-expected sales of the premium priced dressings undoubtedly contributed to the decision to discontinue the products. McNeil recently launched Benecol softgel supplements and redefined the focus of its marketing campaign to concentrate on physicians (1"The Tan Sheet" Dec. 6, 1999, p. 4)

Salad dressings discontinued

McNeil Consumer Healthcare and Unilever/Lipton have discontinued shipments of their respective cholesterol-lowering salad dressings, Benecol and Take Control, after less than a year on the market. Although the firms say they want to focus on the brands' spreads, lower-than-expected sales of the premium priced dressings undoubtedly contributed to the decision to discontinue the products. McNeil recently launched Benecol softgel supplements and redefined the focus of its marketing campaign to concentrate on physicians (1"The Tan Sheet" Dec. 6, 1999, p. 4)

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