Bengay | Brand Refresh

What they said: Breathe life into a mature brand.
What I heard: Make Bengay sexy.

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Problem: The Old People Stigma

Invented in 1896 by Dr. Jules Bengué, Bengay is the original pain relieving cream. Today, it’s associated with old people. Friends told me “it makes me think of my grandma.” People in their seventies told me “it’s for people in their eighties.”

Bengay has a big perception problem.


Opportunity: Topical pain relievers don’t always feel like medicine.

A survey we ran (n=72) revealed that 51% of respondents prefer to use external pain relievers. One common reason: they feel more natural than oral pain medications.

This survey helped us identify the “moderately mindful” target.

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But they’re not choosing Bengay. They prefer competitors that are perceived as more athletic or natural.

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By aligning the brand with the world of self care and holistic wellness, we can win over the “moderately mindful.”

Brand Strategy: Bengay transforms pain into relaxation.


Packaging Redesign + Name Change

We redesigned the packaging to be in a more relaxing, apothecary style to match the brand strategy. The packaging echos the brand’s early 20th century look. We also decided to revert to the original spelling of the product— Bengué— to shed light on the French doctor who invented it.

L to R: Baume Bengué packaging circa 1910; Modern-day Bengay packaging; Proposed Bengué packaging

L to R: Baume Bengué packaging circa 1910; Modern-day Bengay packaging; Proposed Bengué packaging

New tubes with the same easy-to-open design for arthritic hands

New tubes with the same easy-to-open design for arthritic hands

A semi-solid travel tin for on-the-go pain relief

A semi-solid travel tin for on-the-go pain relief


When you’re relaxed, you’re more attractive.

Bengay is relaxing, and when you’re relaxed, people think you look better. I found scientific studies that back this up: Pain is inherently stressful, and stress leads to higher cortisol levels. People with higher levels of cortisol are seen as less attractive to the opposite sex (these studies were heteronormative, but what can you do) (Sources: National Institute of Health, University of Abertay).

Communications Strategy: Pain management is key to your beauty regimen.


The Radiance of Relief Campaign

Print:

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Out of Home:

Social:

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Team
Caroline Moyer-Kardos (Strategist)
Caroline Bivens (Creative Brand Manager)
Danielle Ciccolo (Copywriter)
Robert Clark (Creative Brand Manager)
Charlotte Simons (Art Director)
Zak Vono (Experience Designer)