CHALLENGE
Align IcyHot’s messaging with consumer who actually use it.
IcyHot’s current messaging highlights professional athletes.
While they might want the world to think that people like Shaq are using their products, the reality is the majority of their consumers are dealing with more normal injuries.
IcyHot is missing the opportunity to speak to the audience in between Shaq and Chronic Pain. Normal Athletes.
CATEGORY TRUTH
The fitness industry is all about extreme.
“The fitness industry uses extremes to sell products to consumers.
It uses extreme diets, extreme detoxes, extreme concepts, and extreme bodies to sell you on the idea that you aren’t fit enough as you are.”
- Medium
CONSUMER TRUTH
“Fitness athletes (influencers) are stars online, but their followers often try to train at the standard of a professional athlete.”
- The Guardian
“Fitness athletes (influencers) are stars online, but their followers often try to train at the standard of a professional athlete.”
- The Guardian
COMPANY TRUTH
IcyHot’s current messaging is targeting professional
athletes with their new professional line.
However, that is not who needs their products .
They are missing out on an audience that would benefit the most from their products. The everyday athlete.
KEY INSIGHT
Extreme is Trendy
and trendy is perceived as cool.
and trendy is perceived as cool.
The truth is most people are not professional athletes, they can’t win gold medals, they can’t 360 windmill dunk or jump over stairs on a skateboard.
But that’s okay, there is extraordinary within being ordinary.
Those are the people using IcyHot, your neighborhood pickle ball champion or the pick and roll master on the pickup basketball court.
STRATEGY
It’s cool to be normal.
Inspiring creative that is rooted in normality rather than the extreme.
IDEA
IcyHot celebrates ordinary.
Inspiring creative that is rooted in normality rather than the extreme.
IDEA
IcyHot celebrates ordinary.
Campaign.
Ordinary is Undefeated.
Extraordinary is rare.
But Ordinary is everyday.
Ordinary wakes up everyday.
Gets the reps in everyday.
Practices everyday.
Ordinary is relentless.
IcyHot celebrates that.
Placement.
Ordinary Sports Newspaper Section.
IcyHot will take over sports section of local newspapers highlighting ordinary sport triumphs.Ordinary Sports Newspaper Section.
Partnership.
ESPN Ocho x IcyHot.
IcyHot will partner with ESPN Ocho to highlight
extraordinary ordinary sports moments, highlighting the sports that aren’t mainstream.
Culminating in a Social Campaign with the ESPN Ocho
announcers covering these ordinary athletes.