Deep Heat / Deep Freeze

Media channel: Television

Brand: Deep Heat / Deep Freeze

Campaign timing: March 2008 – July 2010

Target audience: Users of topical analgesics

Background:
Deep Heat and Deep Freeze compete in the broad category of pain relief, against NSAIDS and oral analgesics. The market is extremely competitive, with high levels of competitive advertising, reflecting the wide choice of brands and remedies available to consumers. In terms of value sales Deep Heat is the leading topical analgesic, with Deep Freeze at number 4 (source: Kantar Worldpanel Jan 2010)

Campaign objectives:
To maintain Mentholatum’s overall position in the market as number one, against increasing and high levels of competitor activity from brands such as Voltoral from Novartis, Cura-Heat and Ibuleve, and so protect distribution, whilst allowing for successful development and introduction of new products.

Media solution:
Identification of distinct target markets within the broad category of users, and implementation of discrete media campaigns to effectively reach these groups and leverage differentiation, has demonstrated an improved return on media investment relative to the competitive set, and enabled Mentholatum brands to maintain sales dominance in the category.

Results:
Relative to both the competitors’ and the total Topicals marketplace, Acumen’s planning and buying expertise has consistently resulted in a greater sales uplift per £ spent on above the line media.