BIOFREEZE

After 25 years of being sold exclusively through professional channels, Biofreeze expanded its footprint into retail. To disrupt and compete in a crowded category we had to rethink and rebuild every aspect of the brand’s foundation. New brand positioning, a much needed packaging redesign and a full identity makeover. A tonal shift to aspirational communications was imperative to attract a younger more active consumer and unlock growth. While keeping science and quality at the core, the brand introduced a new look-and-feel, voice and attitude.

Authentic storytelling was brought to life through premium content and distributed through a highly targeted cross-channel strategy. A mix of traditional, earned and heavy digital/social paid media was used to escalate awareness and establish the brand, as well as deliver highly efficient performance and acquisition media campaigns.  

The brand’s ecosystem was strategically designed to evolve around our hero consumer target. Where users needed the brand most and where it was most contextual is where the brand showed up. At mile 20 (aka “The Wall”) of the NYC Marathon, on the bench of NBA teams, inside the bag of tennis champions. The trusted voices of athletes, influencers, pro sports teams and medical professionals set the tone and led the way as we won the hearts, minds and wallets of consumers.