Challenger Brand Issue: Receiving no credit for helping 20 million babies

DHA is an omega-3 fatty acid that’s critical for brain, eye and heart development among infants and throughout life. Martek’s vegetarian source of DHA is the only one the FDA approved for use in infant formula. By 2006, 95% of infant formula sold in the U.S. contained Martek’s DHA. Success is great, but what was the next growth opportunity? Martek identified an opportunity as an ingredient in healthy foods by well-known consumer brands, like Kellogg’s and General Mills, but unlike with infant formula, there would be competition. To differentiate their product, Martek decided to develop a consumer brand and use the millions of impressions from their customers’ packaging to fuel their brand’s growth.

This strategy wasn’t without its challenges. Among the general population, awareness of DHA and its benefits was very low, and the most common source of DHA was fish oil, which had drawbacks in terms of taste and safety. gkv’s job was to develop a brand identity that would build awareness for DHA and educate the population on its benefits, while differentiating Martek’s brand of DHA as the most pure and only plant-based source, and do it all within a ½” square piece of real estate on the package.

Insights

Typically, ingredients differentiate themselves by functional attributes. gkv and Martek chose to take the category leading position and differentiate by emotional benefits. This would maximize the opportunity for category growth and attach the Martek brand with growing awareness of DHA.

Challenger Brand Behavior:

Symbol of Re-evaluation
To build awareness of the life-long benefits of DHA and specifically Martek’s DHA product, gkv created a new brand life’sDHA^TM. Its name, leaf design, green color treatment and integration of the words Healthy Brain Eyes Heart communicate its natural plant-based source and key role for life-long brain, eyes and heart health.

Results

Fifteen consumer food products were launched in 2007 and 30 are planned for 2008. The partner companies have embraced life’sDHA, and between their packaging and advertising, life’sDHA is receiving strong and continuous exposure, which should further accelerate consumer awareness and partnership deal making.