Jack Black makes high-quality skincare products for men. With their new Performance Remedy line, the brand wanted to appeal to both men and women and communicate a new takeaway. Specifically developed for serious athletes as a way to help them recover from exercise, Performance Remedy features the same quality, natural ingredients, just targeted to a different market with a completely different set of expectations.
Our challenge was to create a launch campaign that could leverage Jack Black’s good reputation, educate audiences, encourage trial, and manage perceptions about the brand’s entry into serious sports products. To do that, we developed a slogan: “Putting back what the road takes away.” From there, we delivered everything from the label design to sales support and promotional tools.