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ICY HOT (Kids)

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...


Physical Health


Creativity & Imagination


Mental Health

Finding #2: Parents encourage their kids to free play and take risks


of moms want to give their kids room to make their own mistakes 

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Finding #3: Letting kids play is not without injuries

Physical outdoor activities are the cause of...


of muscle or body pains in kids


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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The Creative: 

Shaquille O'Neal and Icy Hot have been synonymous for over two decades. So when Icy Hot set out to introduce the world’s first topical pain relief product for children, the solution was obvious. Utilizing state-of-the-art, cutting-edge technology to revert Mr. O’Neal back to his youth as a totally normal kid with a completely regular-sized head, Icy Hot showcases their new line for kids who need some TLC after a long day of living their best childhood.

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808 . 469 . 2229

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