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Client: Bill Criswell
Writer: Alan Randolph
Art Director: Tom Joyce
Tiger Balm, a century-old, all-natural pain-relief product from Singapore, has been a household name in America for decades. When it came time to re-brand the traditional line of products and introduce a new, milder smelling version, Creativewerks teamed with Inception Marketing to research the market, refresh the classic "Tiger" logo for a more sophisticated audience, and position the brand as "Pain Relief Without the Pills." We designed a new website with product and store locators, produced a full campaign of ads for both the traditional "gold cap" products and introduced a women-friendly campaign for the newly-packaged Neck & Shoulder Rub. Our efforts were met with initial resistance from the old guard in Singapore, but finally prevailed with the market-savvy salesforce in the USA.