Bucking category conventions to turn limitations into possibilities.
- Brand & Creative Strategy
- Social & Content Strategy
- Brand & Campaign Creative
- Always-On Fast Media & Creator Content
- Tone of Voice
- Campaign Creative
- Meta Content
- Creator Collaboration
- Branded Content Series
- Strategic Partnerships
- Brand Positioning
- Brand Portfolio Planning
- Brand Positioning
- Influencer & Creator
- 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.
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 %