Johnson & Johnson - Compeed - Blister Plasters. And Club Nights?

Leading blister plaster brand Compeed, owned by Johnson and Johnson, wanted to raise its profile beyond its traditional consumers of sports enthusiasts and ramblers.

Johnson & Johnson – Compeed – Blister Plasters. And Club Nights?

Agency name: JPMHClient name: Johnson & JohnsonCategory: Event Marketing

BACKGROUND

Compeed

  • UK’s leading Blister Plaster brand, with 54% value share*.

  • But the category is immature. Few consumers (<10%**) beyond sports enthusiasts and ramblers are aware of the brand.

  • Historically Compeed has been positioned as a medical solution to a specific condition. Sold predominantly in the footcare section of multiple chemists, Compeed plasters reduce pain instantly by protecting exposed nerve endings and promoting healing. The brand has been built on reputation amongst sporting and outdoor...

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