Burt's Bees Puts a Fresh Face on Billboards and Coupons

Removing vouchers reveals hydrated model beneath

To promote its new Intense Hydration line, Burt's Bees placed a clever "interactive" billboard on a busy street in Minneapolis. The sign showed a woman whose dry skin was made up of thousands of product coupons. These "flakes" were peeled away by folks passing by over the course of a day, revealing an image of the same model with a creamier (presumably hydrated) complexion.

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