Icy Hot was in a category characterized by elderly arthritic women. A “can’t do” market segment that was declining as the target aged. The brand asked, “Why are we in a knitting circle when we should be in a locker room?”
KWG and Icy Hot developed a multi-angled attack to speak to a much broader, more active audience. Icy Hot launched product extensions such as patches, rolls, and sprays to appeal to a more active lifestyle, with active sports-related messages to match. Active influencers like Shaq were selected to deliver the product story. To get the message out, we developed a unique and cost-effective media strategy to reach the target audience with relevance and frequency.
Icy Hot’s new media strategy TRIPLED THE SIZE OF THE BRAND, besting the established category leader with half their spending. Since then, retail sets have expanded and the category, led by Icy Hot, has GROWN DOUBLE DIGITS YEAR-OVER-YEAR FOR OVER A DECADE.