Breaking from the Bathroom

Gold Bond is the #2 brand in the crowded hand & body lotion category. But even as it yearned to be #1, smaller, fresher rivals were nipping at its heels. To break through, we decided to free Gold Bond from the fantasy world of stark-white bathrooms and gentle caresses and reposition the brand as high-performance skincare designed for real skin in real life. Across 250 assets—from showstopping TV spots to a revamped social presence—our “Champion Your Skin” campaign revitalized Gold Bond with a new tag, a new look, and a whole new attitude.