Sav-Mor pharmacist gets human “Billboards” to promote diaper rash brand

MUSKEGON, Mich. — "The Billboard Family," a family of four that has attracted national media attention for donning sponsored T-shirts, wearing them all around the St. Louis area and then plastering that day’s photos all over such social media sites as Facebook, Flickr and YouTube, has gained an exclusive sponsor for the baby Billboard that’s on the way.

Benson’s Bottom Paint, a diaper rash lotion, on Thursday announced its endorsement of the birth of Alex Martin, whose first sight of her family will have them all in Benson’s Bottom Paint apparel. Alex also will be sporting a little pink hat and blanket with the Benson’s Bottom Paint logo to keep her warm.

"When we learned about what the "Billboard Family" was doing and that they were expecting baby Alex this month, we decided it would be an excellent opportunity to spread the word about Benson's Bottom Paint beyond our current markets,” said Randy Dahlquist, long-time industry veteran and owner of Benson’s Bottom Paint. Dahlquist also is the owner and chief pharmacist at Sav-Mor Benson Drug and a Sav-Mor executive board member.

Dahlquist has taken to the unconventional in promoting his Bottom Paint. Earlier this year, three West Michigan mountain bikers wore Benson's Bottom Paint vests in the Iceman Cometh Challenge mountain bike race in Traverse City, Mich. "We are working hard to get the word out across the country about all the uses of Benson's Bottom Paint, beyond diaper rash,” Dahlquist said. “It was actually our bike-riding customers who came to me and told me how well it worked for them to prevent saddle sores.”