Red, shiny and delicious

Luscious – delectable

Richness – truffle centre – smooth

Crimson

Wrapper

Holding the image and idea of Lindt’s Lindor chocolate in my mind, I decided to have some fun and write some short copy for a product I came across. I decided to draw on:

– the company’s heritage

-the science behind the product

-the appearance of the product.

Beneath the crystal clear waters of the Antarctic seas, a bold- coloured crustacean lives, small in size and short in lifespan. Otherwise strongly reminiscent of its relative, the common shrimp, this creature is none other than the Antarctic krill –  Euphausia superba. The relaxed curl of its frail translucent body is broken when it is vacuumed gently, along with many others, onto the factory on board (company’s) 200-strong great ship, Dashing. Directly milled without need for cryopreservation or stringent quality testing, the resultant fine powder is then sent for extraction, where viscous crimson liquid denotes the purest omega 3 known to man*.

Behold, this heart- warming goodness packed in translucent red jelly. Its smooth shell infused with aromatic vanilla makes swallowing easy for this award- winning* EPA: DHA combination.

30%* more bioavailable than fish oil, krill oil is miscible with the fluids in your gut – softening your blood vessels without the discomfort of indigestion.

Boost your heart capacity* today with this product of the highest* quality and safety.

Heart of the ocean. Euphausia.

l   Product safety: Krill’s short lifespan ensures little pollution and product safety

l   Source traceability: Coordinates of the origin of each batch can be easily traced

l   Patent- protected vacuum method ensures little damage to krill

l   Published in Some Journal (2012), a randomised double- blind trial of X participants provides evidence that 50 mg of krill oil is more effective than X mg of fish oil over X weeks. Heart capacity is measured by the flow rate of this and that.

(next page: more technical info., company background, etc.)

The result:

I did not touch too much on the company’s heritage in the end (as I had thought of doing originally), but I felt that drawing would- be consumers in using storytelling of the little krill would be more effective and that they would naturally be interested in/ ask for further information soon. The asterisks denote parts which may have to be justified, according to whichever country’s advertising ordinances. Hong Kong has recently introduced a new law to combat “misleading claims”, but for this post I just went with my feelings. Obviously this is the non- screened version. Oh, and some of the asterisk bits are made up.

Till next post,

GC