New campaign for Tiger Balm by TBWA\Manchester
SSL International is set to launch a new campaign for Tiger Balm which has been created by TBWA\Manchester.
The campaign will break on 2 February to promote the tradition eastern muscular pain remedy with three sets of 5 and 15 second TV idents having been created to sponsor Sky’s extreme sports programmes Extreme Sky Sports and Wild Spirits, using the line ‘Works where it hurts’.
Through the sponsorship, the TV campaign will aim to capture the adrenalin, concentration, exertion and over-exertion of people pushing their physical boundaries to the limit.
The brand has two products – Tiger Balm Red and Tiger Balm White – with both varieties being featured on the website and Tiger Balm Red being featured in the TV campaign.
The company’s website has also been revamped by the agency and will relaunch on the same day.
The website takes visitors on a journey of the brand’s origins, its ingredients and what they are known for helping with, how the brand is now used by millions in nearly 100 countries and its pledge to endangered tigers.
Tracy James, OTC marketing manager at SSL International, talks about Tiger Balm and the brand’s new campaign: “We are confident that this exciting new campaign will draw consumers attentions to the uniqueness of the brand and they will stay loyal because it works where it hurts. The campaign pushes awareness of Tiger Balm’s capabilities, draws on its eastern heritage, whilst maintaining its appeal to the modern world.
Fergus McCallum, newly appointed CEO at TBWA\Manchester, adds: “Tiger Balm understands the mindset of this unique audience, the brand doesn’t just present itself as a problem cure; but rather as a way of life that allows people who want to live life to the full to do what they love most.”