Comedian and author Chelsea Handler recently teamed up with Gold Bond to lead hundreds of swimsuit-clad skiers down the Palisades Tahoe slopes for the Gold Bond Base Layer Swimsuit Ski Run.
“Every winter, we bundle up with layers to keep us warm and protected,” says Kimberly Hairston-Hicks, Head of Gold Bond, in an interview with TDD. “Gold Bond is all about protecting your skin – the most important base layer underneath it all. So, we encouraged consumers to join us in stripping off the layers and revealing hydrated skin in the ultimate test of winter skin prep: a swimsuit ski run in Palisades Tahoe, CA.”
The campaign aimed to highlight the importance of skin hydration in extreme cold and position Gold Bond products as winter essentials, while securing exclusive media coverage, behind-the-scenes footage, and viral consumer engagement.
And it worked, says Hairston-Hicks. “The campaign has been a huge success. About 700 people joined us on the ski run, despite the blizzard conditions that day, and we’ve seen strong engagement of the campaign on social media in just one week. It has been nothing short of iconic.”
