• by Tanya Gazdik , October 3, 2018

Performance Health is launching its first-ever integrated campaign for Biofreeze, a pain relief gel, as it expands distribution of the 25-year-old product from clinical channels to e-commerce and traditional retail locations like Walgreens and Target. 

The tongue-in-cheek effort is themed “My Secret Weapon” and features several high-profile athletes including Olympic snowboard gold medalist Shaun White and 2017 U.S. Open tennis champion Sloane Stephens.

“This campaign is a part of our strategy to reach a younger, active consumer who is passionate about being the best they can be,”  as  "exemplified through the authentic and aspirational stories of our featured athletes,” Performance Health CMO Michael McGoohan tells Marketing Daily. “

In addition to decorated champions like White, the spots illustrate how relatable individuals — from a full-time nurse who runs and wins marathons, to a science teacher who moonlights as one of the world’s best dunkers — each use Biofreeze to maximize performance.

There are interviews with each of them on Biofreeze’s YouTube page. 

The anthem video runs 1:41 long.  It will be cut down to four 30-second spots, five 15-second spots and five 6-second spots.

The spots are rolling out across social and online as part of a comprehensive digital, social and experiential marketing program including Chicago-targeted programmatic.  A New York-specific OOH launches in late October, timed to the New York Marathon. 

As a part of this program, Biofreeze has partnered with organizations that share their commitment to helping athletes succeed, including top MLB, marathon and NBA organizations.