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Mentholatum

Brand strategy and integrated campaigns.

Creating a family of individual products.

Challenge

Mentholatum has many well-known healthcare brands in its portfolio, including Deep Heat, Deep Freeze, Deep Relief, Muscle Rescue and Regenovex. Despite the brands being high-profile, they had little in the way of brand structure, and we needed to change this. We also had to unite the brands to show they were from one family, while retaining their individuality, and improve the effectiveness of their consumer-facing communications.

Idea

Following extensive research, we developed a brand architecture and strategy for each brand, including everything from their vision and values to their positioning and tone of voice. This gave us a solid platform to create a new lock-up, which added a consistent element across all the brands under the Mentholatum umbrella.

We then created new, highly-visual, hardworking campaigns, that not only looked striking, they easily educated the audience about the product’s usage and benefit. These were rolled-out across multiple channels, from print and POS to digital banners, social and radio, which drove people in store and to the new websites we designed and built with Proprietary Association of Great Britain (PAGB) approval.

Impact

Mentholatum were extremely pleased with the work we’d done, both from a look and feel perspective and in terms of its effectiveness. They were so happy, they’re still using the same campaigns two years after we first created them.  

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