We Don't Do Passive

BiofreezeFeel No Limits

Bucking category conventions to turn limitations into possibilities.

Logo for Biofreeze

Services

  • Brand & Creative Strategy
  • Social & Content Strategy
  • Brand & Campaign Creative
  • Always-On Fast Media & Creator Content

Outputs

  • Tone of Voice
  • Campaign Creative
  • Meta Content
  • Creator Collaboration
  • Branded Content Series
  • Strategic Partnerships
  • Brand Positioning
  • Brand Portfolio Planning
  • Brand Positioning
  • Content
  • Influencer & Creator

Impact

  • 566% Increase in Market Value
  • 50% of Sales from New Audiences

Turning a Pain Relief Brand into a Performance Brand

Biofreeze was in the midst of an exciting transition from the top recommended pain solution in the professional market to an over-the-counter consumer product distributed in retail stores nationwide. As the brand embarked on the evolution, it began to feel the gravity of adopting many of the category conventions that so many of its competitors had relied upon for growth. The brand knew it had something special and needed to communicate in a way that differentiated from the competitive set and in the process appealed to a younger, more dynamic audience.

Our Strategy: Turn Barriers Into Opportunities

Biofreeze's prospective audience, especially the athletes, often faced physical barriers preventing them from achieving their full potential. These barriers were actually an opportunity to position the product not just as an over-the-counter pain reliever, but as a performance enhancer for pushing through to the next level. The concept of “Feel No Limits” emerged, emphasizing the brand's ability to be integral for breaking through physical limits and achieving greater heights.

A Higher Elevation

The campaign, "Feel No Limits," elevated Biofreeze from just another topical ointment to a tool for athletes to achieve peak performance. Through a digitally led, full-funnel approach, Biofreeze shifted its brand positioning to appear alongside brands like Under Armour, focusing less on pain relief and more on performance enhancement. This transition was supported by partnerships with notable sports franchises and athletes such as Damian Lillard, Angela Davis, and Sloane Stephens, solidifying its image in the sports performance sector.

The Many
The Many

Real Results that Truly Speak for Themselves

Biofreeze experienced a significant surge in its market value, jumping from $30MM to $200MM, marking it as one of the fastest-growing brands in the over-the-counter category. Importantly, over 50% of Biofreeze's sales originated from new audiences, previously unfamiliar with the category, validating the success of the rebranding and repositioning efforts.

Market Value Increased by

%

Percentage of Sales from New Audiences

More than %

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Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling