Building local relevance through promotion in Hawaii

As SATOHAP gained recognition in Hawaii, the next challenge was deeper local relevance. The unfamiliar pain-relief patch category needed to be understood in a sports context and connected to retail discovery.

We connected magazine advertising, retail tools and sponsorship activity around the Honolulu Marathon, accounting for Hawaii’s mix of local, Japanese-American and visiting Japanese audiences.

The program linked pharmacy and marathon touchpoints, placing the product in a relevant sports context through one locally informed communication approach.