UThermic came to us with an amazing new product that helped people stay warm outdoors. Their clinically tested product is like an invisible warm clothing layer. The only problem was, that consumers always thought of Ben-Gay every time they talked about their product.
UThermic hired us to begin with an in-depth and comprehensive market research study to help understand how consumers thought about the product, and how they were likely to categorize this new product in their mind, and to help with a strategy to ensure that it was successful.
Research and a theory tested by consumer survey confirmed that the product could be successfully introduced and positioned by anchoring the comparison to sunscreen instead of allowing consumers to first think of muscle warming cream. Upon our recommendation, the term “Coldscreen” was coined and trademarked and messaging was created to reinforce its meaning with respect to the product. With the product strategy in hand, we built packaging and branding targeted at their younger active demographic.