Ultimate Lotion. Ultimate Success Story.
We were tasked with helping Gold Bond Ultimate grow in the crowded hand and body lotion category. Our challenge was to launch several Gold Bond products with a campaign that would break through the clutter, build awareness and stimulate trial.
Crafting Gold Bond's Higher Level Purpose
Digging into the category revealed there were two types of brands, clinical therapeutic brands for problem skin, and beauty brands touting cosmetic benefits. We believed Gold Bond Ultimate sat at the sweet intersection of therapeutic and beauty, and coined the term “Therabeauty” which became our north star and brand purpose for all messaging. Our campaign, “Ultimate Lotion. Ultimate Skin” showcased not only the functional therapeutic benefits of Gold Bond lotions, but also the brand’s higher-level emotional benefit – empowerment. When you discover your ultimate skin, you bring out your ultimate self. Over the past 6 years the campaign has been executed across multiple touchpoints – TV, digital and social media, including the first-ever hashtag scavenger hunt on Instagram for Gold Bond Pedi-Smooth to kick off sandal season.
The brand jumped from #7 to #2 in just 6 years and category penetration went from 7% in 2012 to 21% in 2019. Gold Bond Ultimate grew faster than any other brand in the category behind our “Therabeauty” positioning.