IcyHot: Creative Brief & Campaign

The Ask

Identify a growth opportunity for a brand.

Business Situation


Market Leader

IcyHot is the market leader in the external pain relief category and is the preferred brand amongst people 55+.


Growth Market

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Young Adults

We typically associate minor aches and pains with getting old, but this type of pain actually starts when we become less active.

When we get full time jobs. When we have more responsibilities and less free time. Essentially, when we become adults.




Expand IcyHot's brand equity to this new demographic that is just starting to experience minor aches and pains.


Consumer Research

Using Crimson Hexagon, we found that over the past year there have been


1,382,585 posts

on social media about having a “stiff neck", “back pain”, or being “so sore” from people between 18-35 years of age.



Consumer Insight

Young adults are slowly realizing their bodies don't exactly work like they used to, but the only thing they are doing is talking about it.

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With IcyHot, there is really no reason to complain about body pain.

IcyHot stops you from experiencing minor pains by blocking the pain signals sent to the brain and distracting you from it.


Campaign Strategy

Call out the complainer. 



Minor Pain Complainers

People between the ages of 18-35 who aren’t used to getting minor body pain from activities that they previously were to be able to do without a problem.

Whether its back pain from sitting all day at work or a stiff neck from head banging at a concert, they are experiencing minor body pain and they don't suffer in silence.



People love complaining about their body aches and muscle pains, but nobody likes a complainer.


Silence the pain


Icy Hotline

A 24-hour, robot-powered complaint center that listens to complaints and offers back words of encouragement, sympathy, and validation. Listen below to what you'll hear when you call the hotline.

Silence the Tweeters

Flag a friend's tweet who is complaining about body pain and IcyHot will respond to them with a message and coupon.

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IcyHot Bonus Pack

Military-grade earplugs will come with select packages of IcyHot to block out complaints from anyone around you who isn’t silencing their pain with IcyHot.



This mobile truck will hand out IcyHot at music festivals, tough mudders, intramural sports, and other minor-pain-inducing events.


Complainer of the Year

The person who tweeted the most annoyingly about muscle pain will be crowned the 2017 IcyHot Complainer of the Year. The prize is free IcyHot.


What I loved about this project

Finding an opportunity for growth that extends IcyHot’s Brand equity to a new demographic.

Leveraging social listening to craft a target persona.

Tapping into a new conversation for IcyHot to be a part of.