Deep Heat Posters/Press

Mentholatum – Posters/press

Deep Heat is the leading topical painkiller in the UK. It also has widespread use as a muscle warm up in the sports market. It was important to recognise and support both markets with engaging tailored executions. A multimedia campaign of press, posters, TV and radio supported and re-established the core brand equity, while innovative scratch-and-sniff ads in the men’s and sports press leveraged the evocative locker-room smell of Deep Heat. Sales results and an increase in brand share reflected the campaign’s success.