Bologna Face Mask
Inspired by the masks we used to make as kids by biting holes into bologna, these masks brought smiles (and hydration) to faces everywhere. Bologna Beauty Masks drove 22% sales growth, earned over 2 billion impressions, sold out in 24 hours, becam Amazon’s #1 New Beauty Release, and helped Johannes Leonardo become one of Fast Company’s Most Innovative Companies in advertising.
“You cannot put fake bologna on your face and remain unchanged.”
– The Cut
Packaging design inspired by bologna.
Just like the masks themselves, the packaging was inspired by Oscar Mayer’s Bologna. I designed the packaging and created illustrations to show how the mask was used. Click through to see some highlights.
With the masks packed and ready to go, we partnered with influencers for launch...
…and the internet took it from there.
🥪
📈
🥪
Results
🥪 📈 🥪 Results
No. 1 New Beauty Release on Amazon
Sold Out in 24 Hours
+1,316 Placements
2 Billion+ Impressions
193 Million+ Earned Social Impressions
+723% Increase in Brand Mentions
22% Increase in Sales of Actual Bologna
⭐️
Earned Coverage
Today, The Washington Post, Allure, The Cut, Fortune, Food & Wine, People, Food Network, USA Today, Thrillist, Yahoo!, Taste of Home, Fox, Nerdist, CBS, New York Post, Market Watch, CNET, ABC, Hypebae, Eater, CNN, Huff Post, Daily Mail, Design Taxi, FoodBeast, Totally the Bomb, Mashed, Marketing Dive, Newsweek, The Kitchn, Barstool Sports, John Wilson’s Instagram, and more.
🎬
Earned Broadcast Coverage
Drew Barrymore Show, TODAY with Hoda & Jenna, Wendy Williams Show, The Late Late Show with James Cordon, ABC, America This Morning, ABC, World News Now, Early TODAY, Access Daily, Fox Business, Morning with Maria, NewsNation Now, Mornings in America, Daily Mail TV, CNBC, The News with Shepard Smith, Morning Express with Robin Meade, NBC News Now, WNYW Good Day NY, CBS Mornings, WFLD Good Day Chicago, KNSD, KABC, KMOV
🏆
Recognition
This stunt helped Johannes Leonardo become one of Fast Company’s Most Innovative Companies in Advertising in 2023
Cannes Lions, Direct: Use of Ambient Media Small Scale – Shortlist
Amazon’s #1 New Beauty Release
The One Show, Health & Wellness: Promotional Items – Shortlist
The One Show, Health & Wellness: Products – Shortlist
The One Show, Creative Effectiveness: Consumer/Brand – Shortlist
Effie Finalist - E-COMMERCE / COMMERCE & SHOPPER EFFIES
Effie Finalist - Food
Clio Shortlist
🙋🏻♀️
My role
Creative Lead. Initial concept through production.
👬👭👫
Team
CCO: Julia Neumann
GCD: Jeph Burton and Hunter Hampton
CD: Rachel Frederick and Melusi Mhlungu
Sr. CW: Jordan Dodson
Design: Christina Hillman
Jr. CW: Mere Staunch