BENGAY Campaign
"Relieve sore, so you can do more"
Campaign Overview
Creative Strategy Statement
This campaign informs consumers that no ache or pain, regardless of the cause, is too small and, with Bengay, can feel great and operate at 100 percent without pain interfering.
Tone of Voice
Witty, light-hearted, relatable
Creative Concept
The campaign features advertisements depicting relatable situations for men and women 17-25
Target Market
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Males and females between the ages of 17-25
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African American and Caucasian
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Single
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Either enrolled in high school, college, graduate school, or starting their young professional careers
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Make around $20,000-$35,000 a year, come from upper-to-middle class families and environments
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Living in city or urban environment
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Live in apartments alone or with friends
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"Me first" attitude
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Hardworking
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Goal Oriented
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Fully Scheduled
Competitors
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Icy Hot (purchased 48% of the time according to survey)
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BioFreeze
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Salonpas
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Aspercreme
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Using no cream analgesic at all
Print Ads
The 3 print advertisements bring the customer through the day in the life of the target market. The ads are meant to demonstrate how common soreness is just by going through the motions of each day. From waking up after sleeping in a sore position, studying all day, or overexerting yourself doing a keg stand, the ads are here to remind the audience that no pain is too little to treat. The use of black, white, and red keeps consistent with both the brand's identity and the rest of the campaign.
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Out of Home Ad
The out of home ad is a billboard that will be placed in cities (a prime location for the target market) and reminds consumers that they do not have to suffer from back pain. The upright tube of Bengay serves as a metaphor for posture and how the product can help promote correct posture. The billboard features the same tagline as the rest of the campaign as well as colors.
Guerrilla Marketing
The two parts of the Guerrilla Marketing feature a college-aged female walking around a college campus with a comically large backpack. People who see her are meant to be drawn in by the size of the bag and then realize that she isn't in pain because she uses Bengay. The other part features a man sleeping in an uncomfortable position on the subway. The same sign as the girl will be placed right by his feet on the subway car.
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Commercial
The goal for the TV commercial is to showcase a day in the life of an average college student. The student wakes up in the morning and is sore from the position he slept in and finds himself struggling to push himself in the gym. Then, he suffers from back pain as he attempts to study for hours. Throughout these situations he continuously internalizes his pain; however, when moving a box, he lets out a final, "I'm going to be so sore tomorrow." His friend, annoyed, suggests he uses some Bengay. The man is then seen at a party able to do a keg stand because he is free of pain. The commercial is meant to remind the consumer that there is no reason to internalize pain to the point of everyday activities becoming unbearable. Clearly, the man continuously lets his friends know how sore he is to the point of his friend giving him some Bengay.
Viral Video
The concept of the viral video stems from the unconventional answers to the survey used for primary research of this campaign. The format takes after the popular format of videos that go viral currently.
Radio Ad
The radio ad portrays two friends struggling through a Zumba-like fitness class. The ad reiterates that soreness should not stop the consumer from partaking in daily activities.