BAND-AID® has always been a favorite of moms and kids everywhere. However, as an iconic and widely copied brand, it is important for BAND-AID® to stay relevant and develop communications programs that are uniquely “own-able” by the company. BAND-AID® approached Ogilvy PR to develop a communications platform that would contemporize the brand without abandoning its core equity.
Ogilvy’s objective for BAND-AID® was to assert brand leadership and establish relevance to today’s generation of web-savvy moms and kids. We set out to create a new emotional space that BAND-AID® could own: “stick-with-it-ness,” which applied to both the emotional and functional sides of the brand. Our goal was to deliver the brand promise through a media campaign designed to bring stick-with-it-ness to life. Click here to read more…
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