The Gold Bond Ultimate skincare brand has chosen TC Media, Touché! and lg2 to design and execute the brand’s most significant multiplatform advertising and marketing campaign in English Canada. TC Media was selected as the preferred media partner given the company’s extensive reach to women across Canada through its comprehensive network of magazines, websites and marketing services.
Creative was done by lg2 as part of the spring and fall 2014 launch and will showcase a variety of executions including print advertising, in-store displays, digital and door-to-door sample distribution. The multi-platform campaign is targeted to reach female consumers in Canada’s largest provinces. The project has a strong dual objective: to attract customers to stores and to encourage trial of Gold Bond Ultimate lotions and creams.
The campaign kicked off with advertising pages offering a discount coupon for Gold Bond Ultimate cream or lotion in the February and March issues of Canadian Living, ELLE Canada, Style at Home, Fresh Juice, Western Living and Vancouver Magazine. The campaign continues through fall 2014 and readers will also find Gold Bond Ultimate product mentions throughout promotional sections of the magazines.
The second phase of the campaign, and a brand new initiative, will be a promotional card offering readers 50% off a Gold Bond Ultimate product. For the first time ever, a card will be tipped on to the cover of the October issue of Canadian Living magazine. A total of 60,000 magazines will be distributed in Loblaws and Wal-Mart stores outside Quebec.
From February 24 to March 23, the shelves of 2,172 Loblaws and Shoppers Drug Mart/Pharmaprix stores across Canada displayed signage promoting a special gift-with-purchase offer – Buy a Gold Bond Ultimate cream or lotion and receive a free three-month print or digital magazine subscription to Coup de pouce or Canadian Living. Gold Bond Ultimate big-box and leaderboard banners will be featured across TC Media’s network of women’s sites. In addition, a geo-targeted e-push campaign to customers in Quebec, Ontario, Alberta and British Columbia will showcase a special double offer: a discount coupon with product purchase and a free three-month print or digital subscription to Coup de pouce or Canadian Living.