GIVING
“COOL THE PAIN”
A WHOLE NEW
MEANING.
Ice baths. Product trials. Victory photowalls. The summer activation that turned cooling relief into an unforgettable experience.
THE CHALLENGE
At the outset of their new multi-year sponsorship deal with Athletics Ireland, Biofreeze wanted to make a big splash at events throughout the summer. The goal was to let sport enthusiasts at all levels know to reach for Biofreeze for cooling relief for their aches and pains.
Biofreeze needed something out of the box. Or in this case, out of the bath. Standard sponsorship activations feel generic. Hand out samples, set up a branded tent, hope for the best. That approach doesn't create lasting impressions or drive real trial.
The challenge was creating a brand experience that felt authentic to athletes, memorable enough to talk about, and effective enough to drive product adoption. All while honoring Biofreeze's ethos and mission around pain relief and recovery.
THE APPROACH
After several ideations and consultations with the client, we settled on combining the important trial of the Biofreeze range of products with a more traditional yet popular method of cryotherapy: ice baths.
The concept was brilliant in its simplicity. Athletes finish a race, their muscles aching, their bodies overheated. They want relief. We gave them two forms of it: the immediate shock of an ice bath and the targeted cooling of Biofreeze products.
We created the Biofreeze Recovery Zone with three key elements: a Spray Zone for application of Biofreeze products, a branded victory photowall for capturing the moment, and bespoke branded ice baths that became the star attraction.
The activation toured multiple races and events throughout summer. Each appearance reinforced the same message: Biofreeze understands athletic recovery. They're not just a sponsor. They're a partner in performance.
THE WORK
The Biofreeze Recovery Zone
A cohesively branded experience designed to assist in the cooldown for all race participants. The Spray Zone allowed athletes to try Biofreeze products with guidance on proper application. The ice baths provided immediate cryotherapy relief. The victory photowall captured the post-race high.
Every element worked together to create a complete recovery experience. Athletes didn't just receive samples. They experienced the brand's mission firsthand. They associated Biofreeze with relief, recovery, and athletic achievement.
Summer Tour Activation
The Biofreeze Recovery Zone appeared at events throughout the summer, reaching sport enthusiasts at all levels. From serious competitors to weekend warriors, everyone got the same premium experience.
Each event created social content, word-of-mouth buzz, and genuine product trial. Athletes who experienced the ice baths and tried the products became advocates. The activation turned sponsorship visibility into meaningful brand engagement.
THE RESULTS
The activation achieved exactly what Biofreeze wanted: a big splash at summer events that positioned them as the go-to brand for athletic recovery. Athletes experienced the product in the moment they needed it most. They associated the brand with relief and recovery.
The ice baths became the talk of each event. Athletes lined up to experience them. Social media filled with photos of participants in the branded baths and at the victory photowall. The Biofreeze Recovery Zone wasn't just a sponsor activation. It became an essential part of the race experience.
The multi-year Athletics Ireland partnership launched with momentum and authenticity. Biofreeze proved they understood their audience. And “Cool the Pain” got a whole new meaning.
“Witnessing the excitement and engagement around Biofreeze was an incredible experience.”
— Andrew Casey, CEO, Headcase