At one time, the first thing that came to mind when people thought of the ACE^® Brand was elastics and braces for injuries sustained by younger athletes. As this perception was clearly a barrier to growth, Martino Flynn suggested positioning their new product—ACE^® Heat Therapy air-activated, direct-to-skin heat patches—for everyday aches and pains suffered by those of any age. The campaign involved a fully integrated consumer and trade campaign themed "Apply Directly to Everyday Life", which targeted active seniors and baby boomers and communicated hundreds of reasons to use the product.