The company wants to shift the perception that the Deep Relief range is just a sports related pain reliever.
Mentholatum CEO Andrew Tasker says there is an opportunity for Deep Relief to take market share from over the counter oral painkillers such as Ibuprofen by positioning it as an alternative.
He adds: “It’s a shift in focus of what the competitive set is because there needs to be a new dimension in consumer usage for things like joint pain, and the oral analgesics markets is up for grabs.”
Deep Relief has launched a TV ad campaign to support the repositioning.
The repositioning is part of Mentholatum’s goal to grow the company by 15% in the coming 12 months.