ICY HOT
The Ask:
Develop an Icy Hot Kids campaign that introduces the new Kid’s line and connects to the “Rise from Pain” platform.
The Audience:
Parents of kids aged 2-12 who believe a whole lot of good comes from their kids being physically active and adventurous. However, they recognize that their kids’ energetic play can come with sore muscles, bruises, aches, and pains - all badges of a childhood well-lived. While they want their kids to act like kids, they don’t want to watch them suffer or over-medicate. As parents encourage their kids to live childhood to the fullest, they crave safe and trusted solutions to help relieve their kids’ pain.
The Insight:
Getting hurt is an inevitable learning block of childhood and parents struggle between letting it happen and coming to the rescue.
The Strategy:
Icy Hot Kids allows parents to help kids rise from pain without interrupting their active childhood.
The Research:
Finding #1: Parents believe being active drives growth and development.
Parents think that outside play impacts their children's:
72%
Physical Health
63%
Creativity & Imagination
60%
Mental Health
Finding #2: Parents encourage their kids to free play and take risks.
86%
of moms want to give their kids room to make their own mistakes
Finding #3: Letting kids play is not without injuries
Physical outdoor activities are the cause of:
69%
of muscle or body pains in kids
50%
of joint pain or discomfort in kids
Finding #4: Parents have limited options to ease pain
Parents use a product
less than half the time,
when attending to their kids pain.
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