Imagine what a mom goes through in a day trying to keep her family's immunity protected. It's a near-futile task. Kids take their personal germ exposure to extremes; what if Mom took equally-drastic measures? Kids pick up gum from the sidewalk or roll around a public bathroom floor. What if mom slathered them, head-to-toe in hand sanitizer? Or instead of counting to 20 at the bathroom sink, imagine a child-sized mountain of bubbles with two little arms poking out the front, while mom counts to 5,000. There is potential for numerous visual gags that will stop someone in their tracks on social media, both via the kids' gross antics as well as Mom's extreme responses.
That said, this product lineup isn't just gummies for kids. Though an argument could possibly be made that women in the target demographic buy health products for others as much as for themselves, it's important to feature both Dad and Mom at some point enjoying other products in the GoMune lineup. The kid stuff provides humor, sentiment and visual gag, but the product is for everyone. The idea could be implemented a thousand different ways, but a well-rounded promo could go something like this:
Mom and kids grab a few things at the grocery store for a picnic. It should be a simple task, but kids employ their typical disregard for cleanliness. Mom gets increasingly frustrated trying to shop while policing hygiene: "ewww, don't put that in your mouth", or "honey, that's gum, don't touch that". Hand washing trips to the bathroom and using store-provided hand sanitizer interrupt the shopping. At the picnic scene, a youngster from the playground offers to share his half-eaten lollipop with the kids and that's the trigger. Mom has an internal mental breakdown. She envisions germs on everything, pictures her kids going to exaggerated extremes (licking the used lollipop, eating the discarded gum, etc.) She envisions her equally-extreme responses (full-body hand sanitizer slather, bubble mountain at the sink, etc.). It's almost too much, but mom takes a breath, composes herself and takes control. She declines the lollipop with a friendly "how about something better" and gives the kids GoMune gummies. Dad joins the picnic, enjoys another product from the GoMune line with Mom and they're able to relax together and watch the kids play.
GoMune = Protection = Peace of Mind
That's the message. There's no health claim–the product doesn't provide instant and complete immunity against these specific scenarios; nor do we condone a reckless lifestyle. GoMune simply provides greater peace of mind and that's what is being sold. The exaggerated gross kid antics are all in Mom's imagination, as are the extreme sanitization measures. Mom's internal mental tension is relaxed by the product, making it clear that complete immunization of kids is not the claim. In summary, we feel like this strikes a good balance: funny, safe, and sincere. GoMune means focusing on the things we love instead of the things we fear.
There are other ways to use some of the visual scroll-stopping gags (e.g. excessive hand sanitizer and bubble mountain) if you're looking for something social-media-ready but slightly less disruptive. Any way we package it, the idea has great social media potential for future cutdowns.