The Insights

This well-known, generational brand has become indelible to American culture. Most of us grew up using it– whether it was to patch up a scraped knee or paper cut– and you can probably still picture the iconic yellow and white tube sitting in your family's medicine cabinet. But fast forward to today, consumers are no longer just shopping last-minute for pain relievers. They're planning ahead, shopping online, comparing with friends and bring informed by brand equity.

The Brand Challenge

How does America's #1 safety bandage brand, Band-Aid®, go from brick & mortar shelf talker to shoppable experience driver?