Sanofi Sends Creative for Aspercreme, Icy Hot to Terri & Sandy

By Erik Oster 

Storing all that election and pandemic stress in your neck and shoulders? Well here’s some account news related to some products that might help out with that.

French pharma juggernaut Sanofi sent creative duties for its Aspercreme and Icy Hot brands to New York independent Terri & Sandy, an agency representative confirmed. The move marks an expansion of Sanofi’s relationship with the shop, which was awarded the Gold Bond Skin Care account last year and the ACT oral care account this August.

The appointment follows a creative review limited to other Sanofi roster agencies and establishes Terri & Sandy as one of Sanofi Consumer Healthcare’s leading roster shops. Texas-based agency 31,000 FT previously handled creative for both Aspercreme and Icy Hot.


Terri & Sandy will be hiring to accommodate the new accounts, which make Sanofi one of its top three client relationships by revenue.

Sanofi spent nearly $65 million on media in the U.S. for both brands combined last year, according to Kantar Media. A small majority of that spending, a little less than $36 million, went to promote Icy Hot last year. So far this year, however, Sanofi seems to have spent more on Aspercreme. In the first six months of 2020, Sanofi spent over $18 million on media promoting Aspercreme and nearly $15 million on Icy Hot, according to Kantar.

Terri & Sandy’s first major campaigns for Aspercreme and Icy Hot are expected in early 2021. The agency is being tasked with evolving the long-standing brand platform for category leader Icy Hot and developing an entirely new strategy and positioning for Aspercreme. An innovative campaign for competitor BioFreeze from Droga5 entitled “The Pain Is Coming” was recently awarded an Adweek Media Plan of the Year Award for its use of insights.