top of page

BENGAY AD CAMPAIGN

"Relieve sore, so you can do more."

Creative Strategy 

No ache or pain, regardless of the cause, is too small and, with Bengay, consumers can feel great and operate at 100 percent without pain interfering.

Overview

My group, L3M, worked on this ad campaign for Bengay in hopes to rebrand and attract a younger consumer base. During our research, we found that many of our peer associated Bengay with "old people," and even assumed we were talking about beingets, the famous New Orleans dessert. We created print ads, TV and radio commercials and out of home advertisements, as well as a viral video and guerrilla marketing. 

Tone

Witty, light-hearted, relatable. 

Creative Concept

The campaign features advertisements depicting relatable situations for men and women

17-25.

Competitors

  • Icy Hot 

  • BioFreeze

  • Salonpas

  • Aspercreme

Target Market

  • Males and females between the ages of 17-25

  • African American and Caucasian

  • Single

  • Either enrolled in high school, college, graduate school, or starting their young professional careers

  • Make around $20,000-$35,000 a year, come from upper-to-middle class families and environments

  • Living in city or urban environment

  • Live in apartments alone or with friends

  • "Me first" attitude

  • Hardworking

  • Goal Oriented

  • Fully Scheduled

bottom of page