My Secret Weapon: Biofreeze

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After 25 years as the #1 clinician-recommended external pain relief product used and sold only in clinical channels, Biofreeze is letting the secret out and expanding distribution with product now available over-the-counter

To spread the word, the brand’s first-ever integrated campaign, directed by Matt Baron in partnership with ad agency 360i, targets active individuals with a series of stories featuring everyday athletes alongside Olympic snowboard gold-medalist Shaun White and 2017 US Open Champion Sloane Stephens. Each athlete featured in the videos has been using Biofreeze in their routines for years.

The full-length “My Secret Weapon” anthem video featuring all of the athletes can be found here, and individual spots and stills here.

The “My Secret Weapon” campaign showcases the powerful impact of Biofreeze, highlighting the product as an athlete’s secret weapon as they overcome pain and obstacles to achieve their personal best. In addition to decorated champions like White and Stephens, the spots illustrate how inspiring and relatable individuals – from a full-time nurse who runs and wins marathons, to a science teacher who moonlights as one of the world’s best dunkers – each utilize Biofreeze to maximize performance in their daily lives. Interviews with each of them can be found here.

The spots begin to roll out October 1st across social and online as part of a comprehensive digital, social and experiential marketing program. As a part of this program, Biofreeze has partnered with organizations that share their passion and commitment to helping athletes succeed by overcoming pain and performing at their personal best. Biofreeze’s partners include top MLB, marathon and NBA organizations – all aligned with their focus on reaching their core target.

Biofreeze is available via e-commerce and traditional retail locations like Walmart, Target, CVS and Walgreens.