KT Tape
Background
KT Tape requested a long term brand strategy that establishes the brand as the trusted solution in a crowded category and ensures pain relief that delivers uninterrupted movement.
The Insight
Power your performance, show you’re unstoppable
Wear the best on your sleeve
Literally wear the best kinesiology tape and consistently show off the best, most “try-hard” you.
The Problem
After losing 25% of category share in four years, KT Tape had lost its first-line-of-defense status, weakened its athlete-led credibility, and faced mounting pressure from private labels and category disruptors, all while making only a lukewarm impact on consumers seeking pain relief.
The Strategy
Restore KT Tape’s leadership in pain relief by proving through science backed claims and education, that uninterrupted movement isn’t a luxury, its a necessary lifestyle.
Trusted by the best of the world
Backed by science
KT Tape couldn’t afford to sit on the bench in the moments that mattered.
By showing up when the stakes are highest, KT Tape turns fleeting brand exposure into lasting emotional impact and becomes part of the unforgettable moments
Three sTrategic recommendations
Make pain relief #1
Nobody likes being disrupted when they’re on a roll. Injuries, soreness, and discomfort are areas where KT Tape steps in to keep movement painless.
Own the standard
#1 doctor recommended and 20 years of clinical experience resonate most with consumers and reinforce the science behind KT Tape’s quality.
Build Awareness
Many have no idea about the benefits KT Tape has on the body, and many have no idea about the product at all. Educating potential users could only help future growth and consumer loyalty.
Team: Kendra Worden (Senior Strategist), Vann Madison (Group Strategy Director)