ASK AT A GLANCE:
Create a PR-worthy extension of Icy Hot’s new creative platform, “The Comeback Cavalry,” without the budget for a traditional launch.

Result: Generated traditional & social earned media while driving direct consumer engagement & CRM sign-ups.

CREATIVE BRIEF:
Business challenge.
Once the undisputed leader in topical pain relief, Icy Hot remains the most recognized name in the category but now sits second in sales behind Salonpas. At the same time, a new wave of systemic pain relievers is entering the category, putting additional pressure on Icy Hot to remain culturally relevant & defend its position.

Marketing challenge.
Icy Hot didn’t have the marketing budget to make a traditional splash with the launch of The Comeback Cavalry, particularly within the highly competitive world of sports culture.
We needed to make a big cultural impression without a big media budget.

Consumer Truth.
The holidays rarely live up to the highlight reel in our heads.
We put enormous pressure on ourselves to make the holidays magical, going above & beyond for ourselves & the people we love. But busy schedules, physical demands & tighter budgets can make those expectations impossible to meet, leaving us feeling more depleted than fulfilled.

Creative Ask.
Use Shaq, Icy Hot’s biggest cultural asset, to bring The Comeback Cavalry to life in a way that earns attention rather than simply buying it.

STRAGETY:
Insight. Shaq doesn't need an introduction. He has built-in talkability.

Strategy. Make the product itself the personality. Rather than simply putting Shaq in another piece of content, we would turn him into a physical manifestation of The Comeback Cavalry: something fans could actually have in their homes to cheer them through their own recovery. The result would need to feel unexpected enough to earn attention, authentic enough to travel through Shaq’s network & participatory enough to give consumers a reason to engage with the brand.

CREATIVE CONCEPT:
The Shaq Pack. What if Shaq could personally cheer you through your comeback? We transformed a limited run of Icy Hot bottles into Shaq bobbleheads, turning the brand’s biggest personality into a tiny recovery coach ready to provide moral support when your body needs it most. We then tapped into Shaq’s personal network, sending the limited-edition bottles to friends & personalities who could authentically share their own reactions & help spark conversation around the launch. & because a comeback is better when everyone gets a shot, we opened up the remaining Shaq Packs through a consumer sweepstakes, extending the idea beyond celebrities while driving CRM sign-ups & direct brand engagement. A limited-edition product. A larger-than-life personality. & a whole new way to have Shaq in your corner.