We saw a way to make the product hero in the shadow of
its towering spokesman,
Shaquille O'Neal.
  • Challenge: Turn an anemic, dated, "for old folks" product category into youthful, efficacious, breakthrough pain relief.
  • Strategy: Use a sports/spokesperson who's not only a torture test for pain but as versatile and innovative personally as the product is.
  • Big Idea: Whatever the pain, remember the name.
  • Result: Icy Hot not only blew past Bengay but also overtook ThermaCare as the #1 player in the category.