ROAR BACK Campaign
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ROAR BACK Campaign

Tiger Balm, United States & Singapore

About This Project

Tiger Balm has been sold globally for nearly 100 years, and became one of the first OTC topical analgesics introduced into the mainstream U.S. market in 1986. In 2010 when Inception was hired to reenergize the brand, the category had become much more crowded and the competition was outspending Tiger Balm by as much as 15 to 1. Since we couldn’t compete dollar-for-dollar with the larger competitors, we looked for cost-effective alternatives where we could dominate.

Most recently, Inception unveiled a new national advertising campaign themed “Roar Back.” The concept is a multi-layered one: At first glance the word “Roar” evokes the strength, prowess and performance of the tiger in nature, and creates a symbolic connection with the brand. On a deeper level, the phrase “Roar Back” highlights the healing powers of Tiger Balm’s herbal blend. It encourages serious athletes, weekend warrior’s active lifestyles, and everyday people to trust the brand as a safe, effective, pill-free solution for recovering from the pains that come from intense training, occasional workouts, and daily life.

This marketing campaign includes three world-class athletes who have not only reached the top of their respective fields, but have become the foundation of Team Tiger Balm.

  • Professional Flatland BMX Rider, Terry Adams
  • USA Gymnastics Hall of Fame, Acrobatic Gymnast, Kristin Allen
  • USA Triple Jump Olympic Gold Medalist, Christian Taylor

Over the past five years, since partnering with Tiger Balm, the brand has had year-over-year consistent growth and doubled the category growth of its flagship product – Tiger Balm Ultra Strength Ointment.


since 2010