For over 125 years, Mentholatum has born many well-known healthcare brands — Deep Heat, Muscle Rescue and Regenovex, to name a few. But despite their high-profile, they had little in the way of brand structure or unity between the brands. So, we changed things.
Following extensive research, TJ developed an overarching brand architecture and a strategy for each brand — everything from vision and values to positioning and tone of voice. This gave us a solid platform to create a series of hardworking campaigns that introduced their products to new audiences and helped existing ones see their brand in a new light.
