Band-Aid: Brand Magic Vision augmented reality app
Cathy CliftJWT New York
Summary
Johnson & Johnson's (J&J) Band-Aid is an iconic brand suffering the fate of many legacy brands: failing to compete against retailers' own-label substitutes. Mums feel "They all work perfectly well. Why pay more?"
We reimagined Band-Aid not as a wound-care product but as an agent of distraction for kids who are hurting. We shifted our thinking about the brand from being in the healthcare category to being in the distraction/entertainment business.
We created BAND-AID® Magic Vision, a mobile app that combines the physical plaster with the power...