Aspercreme: Kick pain in the Aspercreme

Topical pain relief product Aspercreme created the Kick Pain in the Aspercreme campaign to grow audience, sales and share in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

A brand at risk of annihilation

Aspercreme was the #5 topical pain relief brand. It was puttering along as such until the category became a battlefield when Voltaren, the #1 global topical pain brand, received FDA approval to bring a new Arthritis Pain Rx to OTC. Aspercreme began hemorrhaging share at twice the rate of its competitors.

It was a brand in need of transformation, but the challenges were steep. Qualitative research affirmed consumers saw Aspercreme as a "geriatric" brand. Our brand healthy tracker uncovered that a...

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