Band-Aid – Reinventing One of The World's Greatest Product Inventions
JWT Brasil
SUMMARY
Reinventing One of the World's Greatest Product Inventions
A Band-Aid case readily calls for a story about healing wounds.
But when it comes to a brand synonymous with its category, for years the undisputed leader, our story tells of how to face a much tougher challenge than healing wounds: to help a “stagnated leader” increase profits in a stagnated market.
This story shows a planning team applying an underused planning skill in Brazil: going beyond the communication and acting as client's business partner in the development of...