Building relevancy in an iconic, yet latent, household brand
Design Research
Brand Strategy
Brand Communications
Commercial Innovation
Cross-Functional Collaboration
Band-Aid Brand
Innovation & Re-Positioning
Despite its iconic status as one of the world's most recognized brands, Band-Aid Brand had stuggled to establish an emotional connection with its consumers, and by 2021, had begun losing relevancy among younger audiences, who would eventually become the brand's future core consumer.
A new brand strategy was developed to enable the brand to connect more meaningfully with current as well as younger consumers based on insights from generative research. The strategy was brought to life by a new brand communications platform and complementary commercial innovation.
In collaboration with
Shelby Spears
Anna Callaway
Evan Rhodes
Human-Centered Research
Primary and ethnographic research with BandAid users and non-users in a range of ages uncovered deep insights on the meaning of healing.
Several rounds of co-creation helped to refine initial concepts.
Brand Strategy
A set of clearly articulated values were developed based on key insights and tensions uncovered in consumer research.
Brand Platform & Content Territories
Building on Band-Aid Brand's four main values, a new brand platform was developed for 360 communications as well as new product innovation. "You + Band-Aid" encompasses the idea that healing is uniquely personal and reflects the brand's new focus on its consumer versus its product.
In support of the brand platform, two communications content territories were developed based on the wealth of consumer insights that were uncovered in consumer research. Each territory is focused not just on achieving greater reach, but also on developing meaningful content that resonates with a broader consumer base and, most importantly, creates community.
Kindness is Sticky
To move the brand toward more emotionally-driven communications,
this territory was developed to create community with a call-to-action.
New commercial product innovation ideas were also developed in support, expanding beyond bandages to expand the brand's reach.
Healing is Personal
Building off the brand's unique benefit of "healing," this territory explores ways for the Band-Aid brand to own the benefit of healing with more depth and breadth, expanding into holistic healing that encompasses emotional, mental, and physical aspects.
Learn more >
Healing in the Metaverse
In order to capture a younger audience, brand activation concepts were proposed that leverage new, immersive technologies such as AR and VR and platforms in the Metaverse, and encourage active brand engagement through adding meaningful value.
Virtual Band-Aids
Integration with existing VR & gaming platforms by offering collectible Band-Aids that translate to value such as acquisition of healing powers or giving of healing powers to others.
Healing Spaces
Inviting the Decentraland or Roblox community to create spaces that represent or promote healing from users' POV.
AR Skin Tone Matching
App that creates custom bandage colors via AR-enabled skin tone matching. Once users get their exact skin tone match, their own custom color is created with a unique ID for future purchase.
Refreshed Brand System
Visual and verbal guidelines for the brand were updated to ensure an impactful and consistent experience that evokes freshness and relevancy, while maintaining ties to the brand's unique heritage and nostalgia factor.
Learn more >
