Gold Bond Body Powder is #1, but in a category that’s in decline. Which means sweaty balls and feet are on the rise. We needed to remind guys of the sticky, stinky situations that can arise when their nethers get neglected. And do it in language they would understand. We launched with an irreverent digital film too ballsy for broadcast. On TV, we introduced a character who we call G.B. Powders, a sage voice of reason who helps young men see the error of their wet ways.