Penetrex
Stay in the Game
The Project
Penetrex was a 10-year-old Amazon powerhouse with 50,000+ five-star reviews, but following its acquisition by private equity firm WellBeam, the brand needed a full identity refresh to break into retail and upgrade its DTC communications. Our assignment was to redefine Penetrex for a new era — modern, premium, and emotionally resonant — while protecting the trust that made it successful
Using social listening and deep analysis of thousands of reviews, our strategy team uncovered a critical insight: people recommended Penetrex the way they’d recommend a trusted partner — from husband to wife, mother to daughter, or friend to friend. That insight inspired Penny, a persona built from consumer truth, designed as the brand’s confident, reliable companion..
Results
Penny became the bridge between loyal users and new audiences, helping translate Penetrex’s advanced formula into human, relatable storytelling. Our strategic guidance also led Penetrex to “own the pickleball niche,” aligning Penny and her world with one of the fastest-growing Gen X–led sports. Penetrex embraced the recommendation, becoming a top sponsor on the PPA tour and achieving a 25% year-over-year increase in sales.
What We Did
- Brand & Creative
- Strategy
- Persona Development
- Audience Analysis
- Hero Video Production
- Performance Content & Retargeting
- Lifestyle Platform Expansion
