Hepalive, the natural supplement for the liver, wanted to give existing costumers new reasons to consume it. It also wanted to expand their customer base by attracting new users.

The strategy of the campaign was to let customers know that according to scientists, the liver produces a substance that regulates your feelings. So despite what they have been led to believe, the organ that controls their emotions is the liver, not the heart. We wanted to let them know that the liver is as important as the heart.

We re recorded famous songs that used the word heart, and replaced it with the word liver, then turned them into radio spots with a direct call to action to go to the product´s website to register and get a free sample.

The emotional connection that music creates with people is what makes the executions strong, funny and memorable.

Through music, Hepalive took "ownership" of this new reason to take care of the liver. That is, that the liver is as important as the heart because it regulates your emotions. The songs made the brand connect to new and existing customers.

There were 9314 registered potential new costumers who obtain their free sample. Maintaining Hepalive at #1 in the top of mind of consumers.