We saw a way to disarm consumer fear.
  • Challenge: Cholesterol is like dust. People don’t do anything about it until it piles up.
  • Strategy: Make a terrifying subject loveable.
  • Big Idea: Create a character that allows people to have a heart-to-heart conversation with their heart.
  • Result: Significantly out-performed all previous Garlique advertising with persuasion scores 25% higher.