Vicki Czechowski
Senior Marketing Manager, Global
BAND-AID® Brand
Fritz Grutzner
President & Founder
Brandgarten
Vicki Czechowski
Senior Marketing Manager, Global
BAND-AID® Brand
Fritz Grutzner
President & Founder
Brandgarten
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.
