Band-Aid: A Mother's love

Casey Grant, Dave McCaughan and Yukiko Hatano

Campaign details

Brand owner: Johnson & Johnson
Agency: McCann Erickson Japan
Brand: Band-Aid
Country: Japan
Channels used: Games and competitions, Internet - display, Internet - general, Internet - microsites, widgets, Mobile and apps, Online video, Point-of-purchase, in-store media, Social media, Television
Media 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 and, most importantly, turn around declining brand perceptions.

Band-Aid had moved towards communicating advanced functional benefits and new products, but struggled to keep mothers loyal in the face of increasingly good competitors and depreciating emotional attachment.