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Algae-based food supplement maker uses a vain mermaid to explain health benefits


By Kyle O'Brien, Creative Works Editor

June 8, 2018 | 2 min read

As the world’s population of billions of people continues to grow, the issue of food cultivation and nutrition is an increasing topic of concern. A new food supplement is looking to the sea for answers, and it’s using a mermaid to sell the point.

iWi mermaid

Mermaid sells iWi algae supplement

New wellness brand, iWi, is introducing three different omega-3 supplements with its first-ever national advertising campaign, ‘Healthy Me, Healthy We’ from creative agency Something Massive.

The campaign works to highlight iWi’s aim to produce high-value nutrition that improves individual health without harming the environment. To explain the concept of how humans don’t need to disrupt the marine ecosystem, the company is using a quirky “spokesmerm” in the form of actress Beth Dover, of Orange is the New Black fame.

In the spot, we see the mermaid getting her hair done backstage and ready for a commercial shoot, saying that her secret to “absorbing such a high bio-absorption of nutrients” is taking the iWi supplement. As she explains, she is offered a cappuccino with extra foam, to which she asks, “sea foam?” When told no, she says, “ew” to great comic effect. It’s those humorous moments – like one where she asks not to wear a stereotypical seashell top – that makes this more than a usual supplement sell.

The campaign will consist of digital, social, digital radio, and print.

iWi: advert-body-3 by Something Massive

By iWi

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