Off of a creative platform that invites listeners to “live their lives with Icelandic Confidence”, Duval Guillaume launched a new radio campaign in Dallas, Miami and Washington DC for Iceland Health to promote their newly formulated Iceland Health Joint Relief product.

Suzanne :

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Secret :

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Iceland Health is a nutritional supplement with at its base 100-percent Icelandic omega-3 (a natural anti-inflammatory), extracted from the purest fish oil and Icelanders in general are known to have the longest life expectancy in the world (80+).

This insight led us to change the communication approach for Iceland Health from ‘factual, clinical’ to ‘emotional, personal’: through Iceland Health Joint Relief and other IH omega-3-based products, consumers are now offered some of the same benefits experienced by Icelanders and, along with this, the proposition of experiencing life with “Icelandic Confidence.” And not to mention strong and supple joints!

‘Fokkie’ is a non-existing word invented by Duval Guillaume for a radio campaign on behalf of Douwe Egberts. ‘Fokkie’ is a dyslectic version of ‘koffie’, the Dutch word for coffee.

With the campaign we refer to the effect of not drinking a coffee in the morning, which leads to a dyslectic use of the language. In Belgium more and more people are commonly using this word in daily life. You should enter ‘fokkietje‘ or ‘fokkie‘ in Google to see how widespread it is.

After airing this campaign, ‘fokkietje’ popped up in several blogs, twitters and forums on the web. It’s being used in daily conversations and has been elected the best radio commercial by the audience. Maybe we are a bit too optimistic, but wouldn’t it be great if ‘fokkie’ could end in up in the dictionary?

Click below to listen to two of the ‘fokkie’ radio spots. Please note that they are in dutch, so even after two coffees you might not get it. Enjoy.

‘Fokkiesjamien‘ Spot

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‘First day at work‘ Spot

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