For the launch of Bengay Zero Degrees, we took a lighter look at relief and skewed the brand toward a younger audience, introducing Bengay to a new generation of people in pain. Rather than focus on sports and working out, as pain-relief brands typically do, we focused on movement, playing with the idea that when you can't move the way you used to, things can go awry. After all, pain relief is one of those things you don't think about until you need it.
