The Challenge
As a newcomer in the highly competitive over-the-counter (OTC) pain relief market, TIDL faced the daunting task of distinguishing itself from established giants like Bengay, Biofreeze, and Icy Hot. With these brands holding significant market share and long-standing consumer trust, TIDL needed to not only introduce its product but also overcome brand loyalty in a saturated space. The challenge was to communicate the unique benefits of TIDL’s formulation, position it as a superior alternative, and drive purchase conversions amidst the noise of familiar and trusted competitors. This required a strategy focused on building both credibility and visibility to break through in a crowded field.
The Solution
We launched a TV campaign targeting key audience demographics at mass reach. By capitalizing on our success in sports and news networks and expanding to female-centric channels like WE TV and Hallmark, we were able to effectively reach a larger range of male, female, and older demographics. By showcasing TIDL’s advanced spray technology, and unique plant-based cryotherapy solution, the TIDL name became distinguished amongst competitors.
The Results
