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What messaging could unlock star potential for our strong, effective portfolio of topical pain relievers?
Challenge Type: business
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$1,600
top 50%
85
submissions
DONE
20 months ago

Topical analgesics are medications that are applied directly to the skin to relieve pain. They can be used to temporarily relieve minor aches and pains of muscles and joints associated with arthritis, simple backache, strains, sprains, bruises, and more. They come in a variety of forms, with varying ingredients and different application methods and are increasing in popularity due to several factors such as precision targeting and better control, immediate relief, and perception of less medicine/more natural.

Existing products in the brand’s portfolio deliver a cooling effect via three sensates (ingredients that provide therapeutic sensations), two pain relieving ingredients (menthol and camphor), and six essential oils. Three forms are available:

  1. A non-greasy lotion
  2. A fast-acting dry spray
  3. A roll-on with a massaging, stainless steel tri-rollerball head (see below)

To date, the brand has seen a very positive response to its new delivery formats and unique experience, particularly with the roll-on given its unique applicator.

The market is saturated with competitive products, so we are looking for new messaging that connects with consumer needs, describes the unique benefits of topical pain relievers, and differentiates from the messaging of the many topical products in the market. We are looking for a system of messaging/claims that can speak to the full portfolio of products as well as the individual product forms (lotion, roll-on, and spray).

Deliverables
  1. What is your idea for a system of evocative and outside-the-box messaging/claims that could unlock star potential for our strong, effective portfolio of topical pain relievers?
  2. For the roller ball, create a subset of messaging/marketing that speaks to this product specifically.
    1. Note: This claim will most likely appear alongside an image such as the one pictured above.

Things to note:

Our consumer is the “persistent pain sufferer”. Their pain might be managed (but perhaps with unwanted side effects) or they could be tirelessly searching for a way to live their life pain-free again. When you think about a chronic pain suffer, this person might be frustrated, defeated, stressed, at their wits end, etc.

Topical pain relievers can serve as an alternative to current treatment, a new solution for more recent pain sufferers or an additional product to add to one’s "pain toolkit".  

Your messaging should:

  • Connect with the consumer in an provocative and meaningful way
  • Include something about the unique benefits of topical pain relievers
  • Be different than anything being used currently in this space (think outside-the-box)

    Submissions will be graded on the following criteria:
  • 1-10 Scale
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