Allergan, the manufacturer of Botox and Juvederm, has launched a new multi-channel direct-to-consumer campaign for CoolSculpting, titled "Not Cool vs. Cool," which includes a national traditional and digital media effort and two new brand ambassadors: figure skating superstar Johnny Weir and elite golfer Ian Poulter.
CoolSculpting is the only FDA-cleared, non-surgical treatment to freeze away stubborn fat.
The "Not Cool vs Cool" campaign takes a lighthearted approach to extreme fat-loss methods and juxtaposes the 'cool' proven CoolSculpting treatment with these 'not cool' fictitious, fat-loss methods.
"With more than six million treatments worldwide to date and 40 percent brand awareness, CoolSculpting is well-positioned to be a treatment of choice for the 88 percent of consumers concerned with excess body fat in specific areas," said Michael Jafar, Vice President, Medical Aesthetics Body Contouring, Allergan. "In addition, data shows that of the 35 million consumers expressing interest in CoolSculpting, more than 46 percent are male. CoolSculpting has a unique opportunity with male consumers and our campaign will target them as well."
To that end, CoolSculpting is partnering with Weir and Poulter, known for embodying "cool" on the ice and the green, to support awareness campaigns via their respective digital video series, online assets and media events. Both Weir and Poulter have had CoolSculpting treatments.
"As a professional figure skater, I'm an active person and do my best to follow a healthy diet," said Weir. "CoolSculpting is ideal for people like me who make a healthly lifestyle a priority but need a little help targeting stubborn fat that's resistant to diet and exercise."
"I'm fortunate to have a beautiful family and incredible career though, as you can imagine, these priorities mean I have very little free time," said Poulter. "With treatment times as short as 35 minutes, CoolSculpting fit into my hectic schedule and didn't entail the long recovery period that some surgical procedures require."