BENGAY brought us in to do a complete rebranding in 2015 in order to reach a younger target audience and to modernize the brand. BENGAY had always been marketing to a 55+ audience that were chronic arthritis sufferers and had a very medicinal tone and look and feel.
We saw the opportunity to go after a target that was 35+ and was just beginning to feel the pains of aging. We tapped into a powerful insight that people in the 35-55 age range don't think of themselves as old. They have a mental age and a physical one and they don't want to stop doing the things they love. So, we created a very humorous, sarcastic and self deprecating campaign. " FOR LIFE'S SORE SPOTS" that explores the emotional and physical pains of getting older but in a way that allows people to relate and laugh at themselves.
We created the new tagline, look and feel, style guide and executed various digital banner campaigns and a website redesign.
