» Client: Martek Biosciences Corp.
» Job: Rebrand the Columbia, Md.-based company with a new Web site that is easier for consumers to use and design an online advertising campaign that positions Martek as a leader in developing biotechnology products that improve human health. Focus the campaign on the company’s primary product, Martek DHA, a nonfish vegetarian supplement that provides omega-3 fatty acids. The product is the only one approved for use in U.S. infant formulas and is expanding to other products.
» Agency: Gkv communications in Baltimore
» Theme: Martek makes the key ingredients for a healthier life — the natural way.
» The concept: The campaign, which features smiling, healthy families, was designed to showcase the emotional and physical benefits of Martek’s new brand, “life’sDHA.”
The logo features a green leaf with the outline of a molecule inside.
It is supposed to present the product as both all-natural and science-based. Under each logo, are the words “Healthy, Brain, Eyes, Heart.” The agency also rebranded the corporate logo with the words “Life enriched.”
» The plan: In addition to the revamped Web site, ads were launched on several trade industry Web sites, including www.dairyreporter.com and www.nutraingredients.com. The agency is in the planning stages of print ads that will be targeted at mainstream consumers.
» Creative team: Jeff Millman, creative director; Dave Broscious, associate creative director and copy writer; Mary Quick, art director; Isabel Koch, art director; Brent Williams, senior web designer; Dan Collins, strategic planning director; Tamara Daugherty, account supervisor.
» Background: Founded 25 years ago, gkv communications is a full-service marketing firm that specializes in “challenger” brands that are competing in hypercompetitive categories. Clients include Lance Crackers, InterContinental Hotels and the Maryland Office of Tourism.
» Working on Next: A branding campaign for a new mobile telecommunications service.
