If you think it’s hard to get a middle-aged man to visit the doctor, try getting him to eat yogurt. Tasked with the 2010 Canadian launch of a cholesterol-lowering yogurt for men, we tried... honesty. In 2011, another push was needed to simply explain what plant sterols are: extracts from vegetables like tomatoes. This banner was 200% more popular than the first and on MSN, it drove 6,000 people to the site. Client: Danone, Danacol Agency: Sid Lee Creative Director: Christian Ayotte Art Director: Etienne St-Denis Copywriter: Alison Bracegirdle
