BAND-AID® Brand Global Rebranding Case Study
Wednesday, September 30, 2015, 5:15pm – 6:00pm
Held in: Room B

Vicki Czechowski
Senior Marketing Manager, Global

Fritz Grutzner
President & Founder

Developing a compelling global brand strategy with lasting local impact.

Fritz Grutzner will co-present with Vicki Czechowski of Johnson & Johnson a case study for the global rebranding of BAND-AID® brand adhesive bandages.

With regional inconsistencies in its product line and its messaging as well as increasing competition, Johnson & Johnson needed to find a compelling and differentiating brand story for BAND-AID®. Global emotional insight work among consumers helped them discover commonalities in the way people felt about and behaved toward wounds and healing. These insights formed the basis of a new global campaign and roll-out.

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