BAND-AID
Role: Lead Strategist, Graphic Design
Ourtone
Creating a comprehensive campaign
Team: Kate Talley, Ant Adkins, Sarah Becker
For my major's capstone project, we were given the brand BAND-AID, specifically Ourtone BAND-AIDs, to create a full campaign for. This includes social media, OOH, guerilla, product placement, and a commercial. We conducted research, created an idea, and executed our campaign.
Step 1: Research
The Band-Aid Adhesive Bandage was created in 1920 by Johnson & Johnson employee Earle Dickson (Lemelson, n.d.).
Dickson combined Johnson & Johnson adhesive tape and gauze to help his new wife, who was prone to slicing her fingers while using sharp knives in their kitchen.
There have been many different types of Band- Aids released over the past century including certain Band-aids with prints of popular characters, Band-Aids that are better in the water, and Band-Aids that are supposed to move like your skin.
The Ourtone Band-Aid was released in 2021 and designed to better blend with a wide range of skin tones. There had been a previous release that had failed, but BAND-AID reinstated the Ourtone line after backlash from the public.
BAND-AID Brand is extremely well-known and has become the generic name of adhesive bandages.
BAND- AID is most well-known for is their catchy jingle. “I am stuck on Band-Aid brand, ‘cause Band-Aid’s stuck on me.” The tune was written by Barry Manilow in 1975, and still remains one of the most recognized jingles in advertising history.
BAND-AID has released a series of ads throughout the years featuring children singing their recognizable jingle, giving the brand a more family-oriented image.
BAND-AID has neglected advertising for its Ourtone line, as there are only a few commercials published online for the product from 2022. Ourtone partners with a non-profit called “share the movement” that provides dance resources and clinics (BAND-AID).
Brand History
BAND-AID........
Tru-Color...........
CVS Health.......
Equate..............
3M Nexcare......
Curad................
$4.39
$6.00
$4.99
$1.98
$4.19
$6.35
Strengths
Weaknesses
Opportunities
Threats
Brand recognition, strong reputation, top of the market.
Limited product variety and availability, little advertising.
Reaching new demographics, creating awareness for Ourtone.
Reaching new demographics, creating awareness for Ourtone.
SWOT Analysis
Advertising History
Competitors
For our primary research we conducted interviews and created a survey to gather information and to gather how individuals felt about our assigned Brand and chosen Product. For our interviews we used a script to stay consistent, and audio recorded the interview with our subject’s consent. For our survey, our group members publicized the link and our anonymous subjects willingly took the survey at their own leisure.
For our primary research we conducted interviews and created a survey to gather information and to gather how individuals felt about our assigned Brand and chosen Product. For our interviews we used a script to stay consistent, and audio recorded the interview with our subject’s consent. For our survey, our group members publicized the link and our anonymous subjects willingly took the survey at their own leisure.
Primary Research
Step 2: Strategy
Primary Persona
Age: 20
Occupation: Graphic Design Major at ASU
Location: Tuscon, AZ
Biography
Mark is a black queer man with strongly held beliefs in racial equality and the social responsibility of corporate entities.
He enjoys listening to music and spending time at the gallery downtown.
He is proud of his skin tone, and is frustrated by the lack of di- verse “skin tone” options given to POCs. He is looking for more products that are made specifically, for people of color.
- Change the perception of BAND-AID from being “boring” and “neutral” to having a personality and taking a well-defined stance on current topics
- Make products and advertisements appeal to a wider audience and promote the need for diversity, individualism, and
self expression.
- Give consumers a reason to financially support the brand (i.e. supporting BAND-AID will support black healthcare workers, etc.)
Message Objective
The BAND-AID brand has developed a century-long image that centers on trust, reliability, and care in everyday health management. The brand has effectively positioned itself as a household staple, essential for minor injuries, making it synonymous with quick, dependable wound care. BAND-AID is an old brand with classic products, and its advertising reflects that. The signature jingle paired with the theme of family and children is recognizable, but the idea has become stale and shows obvious signs of its age.
Current Position
Our desire is for BAND-AID to make bounds in the current era of social activism and inclusivity. This way, BAND-AID’s Brand Image can evolve into something modern; something that people want to talk about. Further, connecting BAND-AID to a younger
generation will help keep the brand fresh in people's minds. We want to rebrand BAND-AID as a brand that encourages individuality and self expression.
Desired Position
Consumer Promise
1) BAND-AID’s aim is to empower people of color to feel confident in their skin by highlighting individual identities and encouraging self-expression
2) OURTONE BAND-AIDs give individuals the freedom to creatively express themselves confidently.
3) OURTONE BAND-AIDs were made to include those who have historically been forgotten, so we want to empower them as our main subject and target audience.
Creative Execution
We plan to use a mixed-media approach wherein BAND-AIDs (or the likeness of a BAND-AID) are incorporated into different modes of self expression. We will focus on highlighting people of color enjoying different forms of creative self expression to encourage them to feel comfortable in their skin, and comfortable using our product on their skin. We will be doing this as a way to portray BAND-AID as a socially conscious, inclusive, transformed brand that values individuality.
Step 3: Big Idea
Headline
We're changing our tone
Sticking together
Nude is a relative term
The new nude
Tagline
For every shade of you
Instagram Ads
Instagram is a diverse platform that encourages self-expression. Many use social media to display things that they’re proud of, which is exactly why this campaign should be on social media. Our brand should be proud of its rebranding. This media campaign features the use of bold colors and free movement that highlights the expression of our audience. Looking at our advertisements, you will see the ideas of a diverse range of identities, illustrated with different bright color combinations, placement, and vibrance. We added playful art elements into our ads to make them even more fun and eye-catching which fits with our overall tone of bold and playful.
For the Instagram advertisements specifically, we went for a “scrapbook-esque” visual art style. You will see many different colors, layering, and textures. Since the age demographic for Instagram is on the younger side, we aimed to produce an almost avant-garde, imaginatively styled collection. The people depicted are also younger. Each of the individuals is pictured wearing an OURTONE BAND-AID and some part of the background also contains the iconic shape or woven fiber from which the BAND-AID is made. We tried to include people of all different races: Black, Hispanic, Asian, and other people of color. Our carousel is a collection of group photos overlapping onto different pages with a vibrant yellow background, making the BAND-AID details pop.
Dating App Ads
Since the sole purpose of dating apps is to bring people together, we decided to depict couples doing self-expressive activities together. This includes dancing, playing music, exploring the world, cooking, and writing. The tagline “Those who ___ together, stick together.” is a nod to the adhesive function of the BAND-AID. We decided to advertise on the Apps owned by Affinity Group, LLC. This includes BLK, Chispa, and Yuzu. We thought advertising on a dating app would make sense because individuals are trying to put their true selves online in hopes of finding a partner. They will be open with their interests, hopes, ambitions, opinions, and hardships. These three apps also allow us to target the specific audience that we are trying to reach: people of color. We did not want to stick to only the BLK app because Ourtone bandages can be for any darker complexion.
OOH Ads
Billboard
Bus Shelter
We intend to advertise and promote the OURTONE line of diverse BAND-AIDs that work with many skin tones to bring about inclusion and consideration to all users. We have BAND- AIDs of all shades and different tones in an ad that says "We're Changing Our Tone". This visual pun not only emphasizes its message, but also depicts a “re-toning” of our brand and shows our brand being more inclusive. This ad will be placed at bus shelters for maximum attention from highly traffic areas. We believe that the campaign will let the OURTONE bandages acquire brand awareness that will in turn improve our consumer pool with a better brand perception. A better brand perception will lead to better brand loyalty.