We saw, in this case, that
the best copywriter was
the consumer.
  • Challenge: Rejuvenate a 100-year-old, masculine brand with a medicated heritage into a modern line of feminine skin care lotions.
  • Strategy: Use the brimming enthusiasm we found in consumer letter after letter
    after letter...
  • Big Idea: This stuff really works!
  • Result: With an average of 37% annual growth, Gold Bond Ultimate lotion soared past Lubriderm, Curel, Keri, Neutrogena and Dove.