Chattem Canada promotes Icy Hot
By Adnews Staff
Toronto-based Chattem Canada is promoting a topical analgesic product called Icy Hot that went on sale in Canada this month. The product, in cream, patch and sleeve formats, is intended to relieve pain from muscle aches, backaches, muscle cramps and arthritis. The launch campaign consists of 15-second television commercials running on Bravo, The History Channel, the Discovery Channel, The Weather Network, TSN and W. The creative features the product's spokesperson, basketball player Shaquille O'Neal. A flyer containing a coupon was also distributed to six million Canadian households earlier this month.
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