BAND-AID Brand Adhesive Bandages - friend

A campaign for Johnson & Johnson’s Band-Aid. Objectives: improve brand equity, especially among young mothers, support relaunch of `Plus-Antibiotic’ sub-line, generate strong persuasion scores.

“Friends” Ogilvy Submission

BACKGROUND

BAND-AID® Brand pioneered the home wound care category over 85 years ago with the invention of the first sterile adhesive bandage, enabling mothers to care for their family's minor wounds at home.

Today, consumers recognize BAND-AID® Brand as the clear leader of the adhesive bandage category and research shows the brand resonates significantly throughout the Johnson & Johnson corporate equity.

BUSINESS SITUATION

With BAND-AID® Brand's purchase consideration high (around 85%), further growth of the franchise represents a challenge. Adding to this difficulty is a mild trend revealed in BAND-AID® Brand strategic research which identified today's younger...

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