The “Dickie Knee Cap” for Nageze

Objective

To relaunch Nageze—an over-the-counter remedy for osteoarthritis pain—BioRevive needed to break through a saturated pain relief market at the APP Conference, the biggest pharmacy event in Australia.

Key goals included:

• Building awareness with pharmacists and assistants
• Explaining the product’s premium positioning (without a rep force)
• Boosting shelf presence
• Driving sales through brand engagement

Solution

Flourish developed the “Dickie Knee Cap”—a playful peaked cap complete with long shaggy hair, inspired by the classic Hey Hey It’s Saturday character “Dickie Knee,” and the brand’s 50+ target audience.

500 custom caps were created under tight timelines. They were gifted to pharmacists and assistants who stopped at the Nageze stand to discuss the product’s clinical benefits. The moment was elevated further when John Blackman, the original voice of Dickie Knee, was there to hand them out!

Outcomes

• All 500 caps were gone by event’s end
• Over 3,000 brochures were handed out
• Sales exceeded forecasts, with BioRevive reporting a 200% ROI on the entire stand and promo activity
• Pharmacists and assistants in the target demographic shared photos across social media, creating organic post-event buzz
• The success led to a follow-up media campaign featuring John Blackman, and a new production run of Velcro-hair caps (v2)

This campaign perfectly captured the Flourish Factor—transforming a nostalgic idea into a high-impact branded moment. With fast turnaround, clever sourcing, and a sense of fun, Flourish delivered not just a hat, but a standout memory that helped drive serious commercial results.