J&J; Drops Ads for Cholesterol-Cutting Product

Johnson & Johnson has scrapped its consumer advertising campaign for Benecol, a new high-priced line of cholesterol-lowering margarines, salad dressings and snack bars that are among the first major foods designed to act like medicine. The decision to drop TV and print advertising signals that Benecol has yet to catch on among U.S. shoppers despite an extensive marketing campaign. Rather than target Benecol ads to consumers, J&J; will focus on selling doctors on the product, with hopes they will persuade their patients to give it a try. J&J; introduced Benecol in May in the U.S. J&J; had planned to spend $1 million a week advertising Benecol, according to Advertising Age, a trade magazine. Three portions of Benecol daily can reduce cholesterol by as much as 14%, according to published medical studies. But Benecol margarine, the most popular item in the product line, apparently has had trouble overcoming its biggest hurdle: It costs almost four times as much as regular margarine.