AleveX Launch Campaign
"The Worst Golf Swing in America."
To help Aleve launch AleveX, their first line of topicals, we needed to show how it worked on real pain,
or at least really painful looking swings.
Creative Direction • Product Launch • CPG
the challenge:
Generate buzz for the new AleveX topical line and garner engagement on social media especially with their key target demo: golfers.
the idea:
Engage, Charles Barkley, one of the greatest athletes of all time, and Max Homa, professional golfer and amateur twitter roaster to find the Worst Golf Swing in America.
By giving Chuck the new AleveX line we showed our audience that no matter how painful a swing looks, AleveX keeps you practicing pain-free. We engaged Max to highlight just how bad Chuck’s swing is and entice users to send in their swings, something his followers were already doing on Twitter.
We created a launch video that not only promoted AleveX as a must-have for every amateur golfer in America—but also teed off our video-first social challenge known as #SwingIntoAleveX.
top performing content of all time for Aleve - without Chuck even having social media
“Best Healthcare Product Launch” from PR Week Healthcare and Pharma Awards
the results
un-paid placements in Golf and Sports Illustrated