Cosmédiet

With its roots in ancient Burma and embodying Asian healing wisdom, Tiger Balm has become a classic brand, found in many households around the world. It is distributed in France by Cosmédiet.rnrnFrance is a key market for Tiger Balm and, despite a solid base, the brand still showed considerable potential for growth, with the opportunity to expand active awareness significantly, and build on previous communication through increased warmth and engagement.

We needed to increase penetration of Tiger Balm in France as well as drive habitual usage – over and above the smaller competitor brands sometimes being bought in its place.rnrnThis meant harnessing the underlying strength of the brand. A key challenge was to engage more strongly with an expanded target, to increase perceived relevance and self- identification with Tiger Balm – through more persuasive communications.rnrnWe also needed to do this in a distinctive and proprietary way, to assert Tiger Balm’s ownership of the category.

We facilitated a strategy workshop in Barcelona with the marketing team of Cosmédiet France, and our own strategy, creative and brand specialists to immerse ourselves in the target and define a potent strategic direction to form the basis of a communication platform.rnrnOur core insight came from our target’s belief that everyday muscle aches and discomfort are not severe enough to treat. We needed to overcome this and persuade them that Tiger Balm is the easy answer for dealing with minor physical ailments.rnrnIn doing this, we positioned Tiger Balm as a complement to our target’s daily lifestyle – a way to take a healthier, more holistic approach to life. In other words, Tiger Balm inspires a body-mind connection, almost zen-like, that soothes your discomfort, inspires and uplifts.rnrnThe creative platform developed from this is summarised by the line ‘Power is in your hands’. This invites the target to take an active role in looking after their own wellbeing, as well as referencing the soothing effects of a massage with Tiger Balm.rnrnThis storytelling approach allowed us to create distinctive ownable awareness through a more emotional connection.

We developed these creative assets:rnrn Eye catching 15’’ video and two 6” cutdowns for maximum impact on social media, Amazon and digital channels (referencing our Asian heritage through an aural ‘gong’ device and reinforcing our distinctiveness with a tiger ‘roar’)

rn Image kit for social media

rn Key visual for pharmacies

rn Brand manual to ensure consistency in rolling out the creative concept to POS materials and all relevant assets.

rnrnThe Tiger Balm brand is thus revitalised for the French market, communicating in a fresh, engaging and distinctive way that reasserts leadership of its category.rnrnAncient wisdom looks dynamically towards the future.