DNA testing company Helix has rolled out its first-ever brand campaign in hopes of giving consumers a better idea of how they can benefit from the service’s bevy of “DNA-powered products.”
Helix was founded in 2015 with help from Illumina, which makes the majority of DNA-sequencing machines in the US, but it wasn’t until earlier this year that the company rolled out its marketplace of products that can only be used once a person has gotten their DNA tested. While the crux of Helix’s business model rests on its $80 DNA kit, which consumers can purchase online to get their DNA sequenced, its real bread and butter lies in a marketplace of DNA-based products that people can purchase.
The products available, all of which have been created by partners of the company, range from serious to silly. For instance, EveryWell says its Breast Milk DHA+ product can help women determine how much DHA is in their breast milk and if their genetics might affect the amount of DHA their baby receives, while Vinome’s Wine Explorer claims to curate wine recommendations based on a person’s taste preferences and DNA.
To illustrate the range of products and services that Helix's platform has to offer, the company tapped San Francisco agency Eleven to create a campaign that showcases how different people can benefit from getting their DNA tested.
For example, in one spot, a woman named Sharon bids adieu to dairy products by burning them in a boat after finding out from her DNA results that she's lactose intolerant. In another, a woman named Stacy decides to join a pack of running wolves after her DNA results reveal that she’s “built for endurance.” The campaign is running under the tagline ‘Crack Your Code.’
“The goal of the creative was to show how Helix can help people make more informed choices and decisions about their health, fitness, nutrition, and more,” said Chad Leitz, creative director at Eleven, in a statement. “We wanted to illustrate the promise and possibility of how DNA can actually enhance peoples’ lives daily, so we honed in on the idea of the personal DNA result. We illustrated people in exaggerated circumstances, taking life into their own hands with the new knowledge they’ve discovered about themselves through the Helix platform.”
“It’s our mission to empower people to improve their life through DNA,” added Jessica Graham, head of launch & partner marketing at Helix. “The campaign aims to represent and announce the Helix value proposition as something entirely different and revolutionary within the category. Together we landed on ‘Crack Your Code’ as our tagline as it’s a message we felt was actionable — that could inspire people to be proactive in learning about themselves. It’s not only our new tagline but also a call to action for curious people.”