Gold Bond: Champion your skin

Hand and body lotion brand Gold Bond created the Champion Your Skin campaign to change brand perceptions and grow its audience and sales in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

The Hand-and-Body Lotion Category is incredibly fragmented with dozens of players duking it out for slivers of share. Lost in this scrum was Gold Bond, a 140-year-old brand with top-shelf products but bottom-shelf brand image. Gold Bond's inability to stand out from the crowd was leading to diminishing brand affinity and dwindling sales. We had to establish strong performance claims and a deeper emotional connection to change perceptions. Through research, we uncovered that Healthy Skin Seekers want skin that keeps up with them and their active lives....

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