Before advertising any nutritional ingredient, consider your target market and their focus on cutting-edge quality. Oh, and taking note of the year, heck, even the decade, helps too.
This Q.P. Corporation brochure (offering nutritional supplement raw materials like lecithin, hyaluronic acid and chondroitin) was printed in 2010. But upon seeing it, my reaction was to call the 1970s and ask if they wanted their brochure back.
The American natural health industry sources raw materials from China and Japan. But clearly, these eastern suppliers often fall short on marketing. Q.P. (a Japanese company) cannot penetrate the American market using promotional materials that feel synthetic and outdated — especially in an industry that values natural origins and nutritional innovation.
The Lesson: Retro is fashion-cool, but it has no place in nutrition marketing… nor does the word “chemical.” Our industry seeks natural, safe, quality ingredients that help people. Q.P. ignores these factors and promotes a ’70s sci-fi nightmare of chemical toxic green. This is not how natural health looks!
I created this conceptual ad to convey how pushing forward with exercise helps one leave negative emotions behind. The tagline: “Energy For What Will Be.” We presented this concept to an Ad Group that was set in their ways. The concept was met with negative feedback and rejected.
Four years later, I saw the Asics ad on the right in Men’s Health Magazine… and felt sweet vindication. Although a small ad group rejected our concept, Asics had enough belief in a similar concept to invest $186,000 for an ad in the World’s Greatest Magazine.
The Lesson: Don’t stop believin’ in your vision. Think big. The concept that is too “different” for one client is the same concept that will be embraced by a winner.