Shaquille O’Neal will endorse Chattem Inc.’s line of Icy Hot topical analgesics. The campaign will kick off with the launch of the Icy Hot Back Patch, a product extension of the Icy Hot Patch
introduced in January 2001. “The Icy Hot Back Patch is perhaps the most significant new product launch in Chattem’s history. We will be backing it with a $12 million advertising campaign starting in
July. Shaquille O’Neal is an ideal spokesman for Icy Hot and we are looking for great results from Shaquille’s association with the Icy Hot Back Patch,” said Chattem CEO Zan Guerry.
