Create sponsorship idents for Benecol – a range of cholesterol lowering foods. We needed to talk to 50-60 year olds in a positive and engaging way about something fundamentally quite serious.A series of light-hearted animated idents. Our insight was that there are so many uncontrollable things in life but at least you can control your cholesterol.In the 4 week period from the idents launching, Benecol's market share increased by 3.7%. Sales hit an all time high in January, reaching 48.4% value share and pushing Flora Pro-Activ off the number 1 spot.