ThermaCare

ThermaCare was introduced by Procter & Gamble in 2001 as a different kind of pain relief. Up to that point, the heat relief segment had been dominated by topical analgesics like Icy Hot and Biofreeze (which don’t provide actual heat) or heating pads (which have to be plugged in). ThermaCare is different – portable, discreet, and continuous for up to eight unplugged hours. Past advertising for the brand had been clinical and invisible. TRG took a different route: We enlisted comedian and licensed physician Ken Jeong to command attention through charm, fame, and humor. He delivered.