CASE STUDY
In a category of established brands with larger budgets and greater familiarity, Biofreeze needed to break through. Diving into consumption behavior, we identified a new usage occasion - Delayed Onset Muscle Soreness (DOMS).
DOMS is the pain that hits us in the 24 hours after a workout. It’s this pain that hunts us down and catches us completely off guard. So we created a campaign that pursues you like pain does and puts Biofreeze there in the moment the pain strikes.
