Marketing the Impossible

We love challenges, whether they’re related to marketing strategy, advertising, brand building, or eating X number of Y in Z minutes. So we especially love it when we partner with a client who enjoys challenges as much as we do. Solazyme Roquette Nutritionals, a new client, is doing amazing things in the food, beverage, and ingredients world. For instance, they harnessed microalgae for use as a whole food ingredient, and their product Almagine™ literally has the potential to revolutionize the future of nutritional food development. Being relatively new to the industry and to nutrition marketing, they approached us to help build awareness of their company and spread the word about them and their amazing microalgae-based product platform in advance of their appearance at various trade shows.

Because this product makes possible so many finished applications previously undreamed of, our job was to market the impossible. So that’s exactly what we did. We produced a print piece to introduce this ingredient in the form of a cookie—an impossible cookie—developed with Almagine.

The impossible cookie and this print piece were mailed together to create buzz and kick off the campaign in advance of several trade shows. In tandem with this print piece, we designed and sent an email introducing the impossible cookie, the ingredient that makes it possible, and the features and benefits of that ingredient. In essence, we used marketing strategy, design, and communications to introduce people to the limitless possibilities of a company and its products.

Having made the introduction, we’re excited about the next steps, the challenge in marketing a truly revolutionary whole food ingredient that makes so many great things possible in the world of nutritional food development.