SITUATION
By 2012, household penetration of J&J’s topical healthcare business, which includes First-Aid products like Band-Aid and Neosporin, was flat and being challenged by many private label brands.

THE BRIEF
Get consumers to re-think why they need a First-Aid kit for home.

OBJECTIVES
Increase HH penetration of First Aid Kits/Products, garner more space at retailers.

INSIGHT
First-aid products are used for things that happen everyday – in the kitchen, on the playground, in a park. It’s not just for “war wounds”.

THE IDEA
It’s not First Aid, it’s Everyday Care.

RESULTS
The resulting campaign helped increase category share at key retailers and most importantly, drove consumer purchase behavior with a 130% increase in First Aid units sold.