GREATER GAINS
WITHOUT THE PAIN
Nutrition & Fitness, Inc. (NFI Consumer Products) manufactures, markets, and distributes the Blue-Emu® line of products for muscle, joint, and skin conditions. Blue-Emu products have become one of the leading over-the-counter choices for arthritis and sore muscle relief.
When Blue-Emu tried to execute a small pilot campaign with a national TV network, they quickly learned that they needed the right agency partner to develop a stronger, more successful multicultural strategy.
They found out right away that TGA carried the expert insight and proven capabilities to create a campaign that would truly resonate with Hispanic and AA consumers and generate the level of sales they needed.
TGA developed a culturally relevant strategy to engage the growing Hispanic audience. We developed a highly effective strategy for Blue-Emu based on the insights and findings discovered through a national Hispanic quantitative market research that we conducted.
The engaging campaign included print, banner ads, radio, and TV spots. “Alivia el dolor sin olor” (Relieve the pain without the smell) was the tagline for the campaign, which we trans-created into Spanish so it would be aligned with the overall general market brand positioning, which is: “It works fast and you won’t stink.” The campaign was executed on national, traditional media networks with a strong digital component.
The campaign surpassed client expectations significantly. It also proved that by taking the right, culturally relevant approach, Blue-Emu could tap into strong new revenue streams. Sales shot up by double digits and continue to keep building strong momentum and far-reaching brand awareness within Hispanics and AA consumers.
