Band-Aid: A Mother's love

This case study explains how Band-Aid, the wound-care plaster brand, positioned itself as the 'amulet that protects' in Japan, to show the product's superior efficacy whilst appealing to a mother's desire to protect and nurture.

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...

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