Becel ProActiv
Real people,
real results
Client: Becel ProActiv
Country: Belgium
Services: Content Creators, Strategy, Advertising, Design studio
Sector: FMCG / Health
Timing: September 2026
Question
For almost 30 years, Becel ProActiv’s plant-sterol formula is clinically proven to lower cholesterol in 21 days. However, whilst 40% of Belgian population aged 18+ has an elevated cholesterol level, less than 10% of them act upon it with every day food choices like Becel ProActiv spreads or drinks. How can we convince people to act positively for their health and take everyday small actions? We came up with a strategy and campaign execution, rooted in historical success.
Strategy
We positioned ProActiv not only as scientific expert, but as agent of behaviour change, with the ambition to educate, motivate and support all cholesterol concerned Belgians across their journey to a sustainable, long term lowered cholesterol and healthy happy life. Whilst we keep a functional message rooted in science, the key is to be close to people, showcasing real people with real results whilst also offering a simple yet effective 21 day program, available for free for all Belgians.
Approach
Whilst the ProActiv kit is available online, containing all information to motivate, educate and support people to lower their cholesterol in 21 days, the campaign further built with content creators who tested and lowered their cholesterol in 21 days. POS, Online banners and search further pulled consumers to the ProActiv kit online, and a 10" spot built on the clinically proven effect of Becel ProActiv.
Results
Content creators like Joke Van de Velde and Nuria Gilizintinova significantly lowered their cholesterol in 3 weeks (proven with doctor tests before and after) and reached thousands of people with their message. With over 600 000 views, the online ad built in 2 weeks on the brand's credibility. And many Belgians started their own journey towards a lower cholesterol with the 21 day program on the ProActiv website!
