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Middle-aged bodies don’t work the way they used to.

We were tasked with breathing new life into Slow-Mag—a decades-old magnesium brand that had never advertised and was languishing on the bottom shelf in the vitamin aisle. Slow-Mag’s specific formulation is great for muscles, so we decided to focus our efforts on a group that could truly use the help: 40-something men.

This is Phil:

Phil is now in his 40’s and while he appears OK on the outside, inside things are getting a little shakey.

Once normal activities like hopping a fence, getting out of a low car, and getting out of a pool, have become … harder.

SlowMag magnesium is specially formulated to improve muscle function, and help turn 40-something fails into Feats of Middle Age.

Our media plan focused on reaching Phil in contextually relevant moments.

If Phil were home consuming exercise and fitness content, he might see one of these videos:

Print ads featuring instruction manual style illustrations were placed in exercise and fitness publications.

A fake Outbrain ad titled “How to use your feet to pick stuff up” led to an also fake article about how to use your feet to retrieve items from the floor.

On-premise, we turned SlowMag’s unfortunate shelf placement into a product demonstration.

“Phils” are really into LinkedIn, so we met them there with office-related middle aged feats.

We even sponsored men’s softball leagues across the country.

See the whole case study.

In the four months after launch:

In-store sales were up 3.3%

Website Traffic up 393%

Amazon Sales up 33%

AdAge Small Agency Campaign of the Year

Effie Finalist