Band-Aid: Brand Magic Vision augmented reality app

This case study describes how Band-Aid, the medical devices brand owned by Johnson & Johnson, used an augmented reality mobile app to increase sales in the US.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands