Those over-the-top, fad techniques for tackling stubborn body fat? Not cool, Allergan says. And it’s got an alternative.
The company recently rolled out “Not Cool vs. Cool,” a multichannel campaign promoting the CoolSculpting system it added last year with its $2.47 billion buyout of Zeltiq. In a new spot, the company spoofs fat-fighting methods with the “roasted core wrap,” in which a woman wraps her midsection in plastic film in preparation for zapping with red lamps.
With the new campaign, Allergan has also added to its long list of celebrity partners, signing athletes the company says are known for their “cool” on the ice and on the green. Figure skater Johnny Weir and golfer Ian Poulter, both of whom have had CoolSculpting treatments, have joined the effort; Allergan’s hope is that they’ll help the company reach men, a population it consistently lists as a key aesthetics growth area
“Of the 35 million consumers expressing interest in CoolSculpting, more than 46% are male,” Michael Jafar, Allergan’s VP of body contouring, said in a statement, adding that CoolSculpting has “a unique opportunity with male consumers.”
CoolSculpting has so far come up big for Allergan, exceeding the company’s U.S. expectations, commercial chief Bill Meury has said. And that’s a good thing for the company, because fellow fat-fighter Kybella has struggled to gain traction.
The product’s early success is also the reason it’s seeing new DTC investment at a time when the company is cutting back on advertising costs in other parts of its portfolio. For some of the company’s businesses, “the investment level’s got to be moderated,” Meury said on Allergan’s third-quarter conference call.