Seven Seas set about revitalising a tired brand and injecting growth into a declining cod-liver-oil category, by bringing fish-oils to a new generation and creating a buzz around the launch of the Health Oils range. We marked the launch with a TV commercial, which played on the insight, ‘good health starts from within’. The ad featured a woman’s inner world, demonstrating through beautifully animated metaphors how Seven Seas Health Oils can nourish you from the inside out. We disrupted the sterile category convention of ‘pill you pop’, by creating a communication to capture the consumer's imagination.