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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. Around the age of 40, men are likely experiencing the first signs of middle age in their muscles—random aches, prolonged soreness and increased difficulty in completing once simple tasks like putting on a pair of socks. We set out to let these men know that they were not alone, and that Slow-Mag was there to help them conquer these Feats of Middle Age.

See the whole case study above or watch the spots below.


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