From Frank Edwards, Group Art Supervisor, Palio
Recently, late night cable has been running, in heavy rotation, a DTC television campaign for a product called Lovaza. This is the new fish oil supplement that is being marketed and sold as a prescription medication.
The spot shows several smart-looking research scientists (wearing glasses) on the ocean floor, walking around their futuristic sea lab talking about the benefits of fish oil. We never see any marine life in this spot. I bet they were cut during the review process, but they are noticeably absent in this lifeless ocean. The visuals are interesting because they show a beautiful clear blue ocean which is in stark contrast to the images we see every day coming from deep below the Gulf of Mexico. We may all have to look for such a supplement as the world’s oceans become harder to fish.
Because many people are already aware of the health benefits of fish oil supplements, the clear message of this spot is that this product is all natural. And, therefore, like organic produce at the farmers market, it’s very good for you. But their Web site goes one step further. They state that although this medication is made from an all-natural ingredient it is actually better than Mother Nature’s because the product undergoes a purification process to take all that nasty pollution, like mercury and environmental toxins, out of the fish oil. Plus, its manufacture is overseen by the FDA, which ensures a quality standard superior to dietary supplements.
Its concentrated dosage allows you to take four prescription pills a day as opposed to 18 pills of a dietary supplement. The main drawback seems to be cost. The price of a supplement is $10 a month as opposed to $160 a month for the prescription. Here’s a little more info on it.
It is interesting to note the shift to this non-traditional strategy. Instead of extending a prescription drug’s life by going over-the-counter, they’ve decided to take an OTC dietary supplement and offer it in a “prescription strength” formulation. I am sure a lot of people are watching to see if this strategy pays off.
Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
