Heart disease is the no. 1 killer of women aged 55+
The UK has an ageing population. Women are living longer which means more women are in the target group that should be more aware of their heart health. Older women are also an important target because they are consumers in their own right.
Insight:
"I don't feel like I've got high cholesterol & I'm not even sure what I'd do about it if I do."
Communication objectives
- Generate awareness of Flora pro.activ amongst women over the age of 55
- Increase spontaneous trial of Flora pro.activ amongst women over the age of 55
Endorsement
"Seeing someone 'like me' that surprisingly has high cholesterol makes me realise that I'm at risk. But, if I just see a problem, I'll ignore it. Please give me an easy way to solve it."
The activity?... Lulu's 3 week challenge - June 2005
The main objective of the three week challenge was to build relevance - 'If Lulu has high cholesterol you could too.' Lulu is appealing and is also a credible icon to the target market. The key appeal to consumers is the delivery of evidence. They need to know that "it really does work!" and they want to know how they can do it too.
Lulu has a family history of heart disease and before the challenge had a high cholesterol (5.3). For 3 weeks Lulu was challenged to use the Flora pro.activ range and maintain a healthy diet and lifestyle.
The results?
- Lowered cholesterol from 5.3 to 4.7 in 3 weeks
- Reduced Low-density lipoprotein (LDL), better known as 'bad' cholesterol to 16.5%
Integrated campaign
Activation
- Packaging - Lulu featured on Flora pro.activ spread, yoghurt, yoghurt drink and the information leaflet on the 250g spread
- Promotions - radio and magazine ads, advertorial, in-store educational leaflets and money-off promotions
