Challenger OTC pain cream LivRelief is going against category convention with a dash of humour. The hero spot for the Delivra Health Brands product is putting a face (and voice) to chronic pain, with a sufferer’s knee coming to life and crying out in anguish – all to generate more brand awareness.

“Our strategy is getting our name and awareness out there, to get into the consideration set,” says Rob Emery, director of marketing and communications at Delivra Health Brands, adding that LivRelief aims to connect with consumers who have not yet trialed LivRelief or settled on a specific brand.

The tagline, “quiets chronic pain,” is informed by consumer research by Delivra Health Brands, which found that chronic pain is similar to an annoying soundtrack that can’t be turned off, Emery says. “There’s a lot of education that’s required in this category,” he says.

That’s why LivRelief is partnering with agencies and associations such as the Arthritis Society of Canada, he adds. “Given that our product is clinically proven, gives us a stance of helping consumers understand the issue that they are dealing with.”

The product can accommodate acute and chronic pain, and the target is older, skewing slightly female for osteo or rheumatoid arthritis sufferers.

The videos will be featured across various paid social media channels and on the brand’s website. The digitally-led campaign by Good & Ready also includes an influencer component. There is a media buy from Candybox consisting of three videos between 30, 15 and six seconds long.

It runs the balance of the fiscal year. Further iterations may include an XM or retail component, Emery says.