Iceland Health was determined to make an infomercial for a product that was widely available but under-marketed; Omega-3 capsules. Their unique selling proposition was that they had a source for fish oil of the highest quality from Iceland. Could it work? “Yes!” Said then Groff Films Executive Producer Robert Barnes . “But only with the right combination of substantiated claims and a passionate doctor.”
The clients were resistant to anything that looked like a traditional infomercial and were provided with non-traditional approaches. In the end the most traditional “Black-Box” type of infomercial was deemed most appropriate for the audience. An articulate physician was sought out who was in the process of writing a book on the subject. This passionate doctor, along with his book, brought credibility and substantiated claims. The end result was a successful show right out of the test. The show was further bolstered by testimonial interviews, taking the project to yet another level of success. The success of the show and the Iceland Health product line caught the eye of a large nutritional product company and resulted in the eventual sale of Iceland Health at a very healthy profit.