Cases

How do you help an iconic brand stay relevant?

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.

The central focus of the Stick With It! campaign was the creation of the first-ever Stick With It! Awards, celebrating everyday kids who have "stuck with it" in school, sports, art, and hobbies. We created a co-branded website with Nickelodeon — stickwithitawards.com — where kids could enter for the chance to win a vacation for four to Hollywood to experience the Nickelodeon Blast Zone™ at Universal Studios Hollywood™ and a tour of the Nickelodeon Animation Studios. To drive awareness of the Awards and encourage kids to enter, we identified 15-year old Nickelodeon star Emma Roberts (the new Nancy Drew) as the campaign spokesperson and sent her on an extensive media tour that included
national media appearances, an interview with a nationally distributed wire, interviews with celebrity publications, and interviews with teen and youth writers at top-tier newspapers. A multi-media partnership with Nickelodeon, including a surround sound campaign advertised in Nickelodeon and Nick, Jr. magazines and online, further expanded the Awards' reach to moms and kids.

Our Stick With It! initiative exceeded our estimates, bringing in over 65 million media impressions for BAND-AID®. The bulk of the coverage targeted kids and parents together — an approach which appeals to the target consumer (moms and dads). The campaign's young spokesperson, Emma Roberts, re-energized the brand and helped the campaign bring in 3,500 contest entries. Stick With It! successfully reinforced the BAND-AID® brand's core equity while encouraging kids and parents to interact with the brand in a new, modern, and relevant way.