We saw how to make a
100-year-old brand live on.
  • Challenge: Take a brand most people associate with their grandfather(s) and make it relevant.
  • Strategy: Create a character to represent the brand and tell the story in a fresh, appealing way to both men and women.
  • Big Idea: The name is Bond… Jimmy Bond.
  • Result: When the advertising went on-air, sales skyrocketed. Within first two months of advertising, Gold Bond Medicated Body Powder sales were up over 100% and Gold Bond Medicated Foot Cream over 110%.