"Ditch The Fish" Activation Campaign

The Situation

Everyone who takes fish oil for heart health knows about its fishy smell and aftertaste. That unpleasantness is a huge barrier to compliance for this important heart supplement.

MegaRed, an Omega-3 Krill Oil with no fishy aftertaste, smelled an opportunity to steal share.

What We Did

We created the Ditch The Fish Taste Challenge to convince fish oil users to switch to MegaRed. We knew that once consumers held that little red pill in their hands and gave it a sniff, they’d be hooked.


A double-digit sales increase over the prior year.