When a drug changes from Rx to OTC, there is a legitimate need for rebranding.
Fish oil makes us think of tradition, as well as effective but perhaps slightly forgotten methods of boosting the immune system. Additionally it reminds us of the sea and of course fish, a symbol of health. It is no wonder that Lysi fish oils have incorporated all of these values into their brand strategy, in addition to their connection with Iceland, the place where they are produced. But the packaging was not clearly communicating the key features of the brand, a situation which we believe we have improved.