Icy Hot
“You’re So Back”
For 25 years, Icy Hot had a predictable advertising formula: get Shaq to hold up a package of Icy Hot and tell consumers how great it is. We needed to break out it and reignite the brand. We had lofty goals to catapult this athlete staple into sports culture.
We started with a new brand strategy and Big Idea that positioned Icy Hot as the only topical pain relief for everyday athletes that accelerates your comeback with ice and heat.
And then we launched a brand new campaign to show just how the Cavalry works inside the bottle to fuel your comeback.
The Shaq Pack
To celebrate the launch of the new campaign, we worked closely with our IAT partners to launch a giveaway for a one-of-a-kind, limited edition Icy Hot bottle that happened to have a talking Shaq head on top of it. I think this one speaks for itself…
Press
“Why Icy Hot evolved from function to fun in first work by The Martin Agency.”
“Shaquille O’Neal could dominate a basketball game on his own, but just like he sometimes needed Kobe Bryant, it turns out he also occasionally needs a cavalry to help him treat people’s pain with Icy Hot.”
Client: Opella/Icy Hot. Agency: The Martin Agency. CCO: Jerry Hoak. ECD: Devon Hong. GCD: Neel Williams. CD: Graham Davis. ACD/Copywriter: Chase Zreet. Sr Art Director: Matt Cavallo. Design Lead: Judd Burnett. EP: Ann Parker. Sr. Producer: Mel Calabro. Sr Art Producer: Sara Levi. Sr PM: Natalie Meyer. SVP, Group Account Director: Chuka Shneider. Account Director: Malory Carberry. Account Supervisor: Jessica Lockwood. Group Strategy Director: Taylor Grimes, Nitin Dua. Strategy Director: Caroline Moyer-Kardos. Head of Comms Planning: Becca Grimes. Sr. Comms Planner: Shneur Silverstein.
Director: Keith Schofield. Production Company: Caviar. Stills Production: Wonderful Machine. Editorial: Arcade, SuperJoy. Visual Effects: ArtJail. Music: Consortium. Sound Design & Mix: Tiny Lion.
“The juxtaposition between the high-stakes seriousness of the ‘bottle world’ and the everyday nature of the outside world brings a sense of humor to Icy Hot, making the product differentiation both memorable and meaningful.”