Soft Gel is a leading contract manufacturer of nutritional supplement capsules and a supplier of supplement ingredients to an international clientele of nutritional supplement companies. They wanted to promote their product CoQH-CF, a plant extract that benefits the cardiovascular system. They were looking for an advertising agency that could translate a complex scientific concept into a simple, easy-to-understand and compelling ad message. They found us.
In this business-to-business campaign, our challenge was to communicate the product’s unique selling proposition – which is that it absorbs in the human system easier than competing products. We presented a range of concepts; Soft Gel chose the concept with a cinema poster theme and a headline that read, The Most Absorbing Story of the Year.
The ad campaign ran in a multitude of trade publications, and the client even extended the concept into a trade show booth design.