Bengay: Championing movement, in the moment

This case study describes how long-established topical pain reliever, Bengay, connected with active millennials in the US, and positioned the brand as "Champion of Movement" to drive purchase and loyalty.

BENGAY: Championing movement, in the moment

Campaign details

Advertiser: BengayAgency: AnsibleCategory: In-App or Gaming Advertising Region: North America

Strategy

BENGAY® is a topical pain reliever that has been around for over 100 years. As their core consumer base aged, the brand needed to attract a younger audience to ensure the brand stayed relevant in a quickly growing category. In 2013, Bengay sought to connect with active millennials and position the brand as the "Champion of Movement" to drive purchase and loyalty.

Execution

The intended audience included prospective Bengay users during their fitness routine,...

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