Band-Aid: A Mother's love
Casey Grant, Dave McCaughan and Yukiko Hatano
Campaign details
Brand owner: Johnson & JohnsonAgency: McCann Erickson JapanBrand: Band-AidCountry: JapanChannels used: Games and competitions, Internet - display, Internet - general, Internet - microsites, widgets, Mobile and apps, Online video, Point-of-purchase, in-store media, Social media, TelevisionMedia budget: 5 - 10 million
Executive summary
Band-Aid's objective was simple – revitalise the brand equity by strengthening its emotional bond with mothers. This would help stem the Band-Aid brand's share erosion, strengthen Band-Aid's leading position in a generally flat market...