Johnson & Johnson Promo, Case study HURT COUTURE by J. Walter Thompson Sao Paulo, Perspectiva Assessoria de Comunicacao

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HURT COUTURE

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Industry Adhesive Plasters, Public awareness
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Fabio Miraglia, Mario D`andrea, Roberto Fernandez David
Agency Perspectiva Assessoria de Comunicacao
Released August 2010

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: JOHNSON & JOHNSON
Product/Service: BAND AID RE-LAUNCH
JWT Team: Peter Nicholson/Yana Goodstein/Rachel Birnbaum/Chris Wilson/Kate Larado/Clair Gr (JWT NY)
Marketing Team: Hugh Dineen/Bob Uccardi/Bryant Ison/Alma Salazar (Johnson & Jonhson NY)
Johnson & Jonhson Global Design Center: Chris Hacker/Neil Sadler/Karin Taylor/Matt Simpson (Johnson & Jonhson NY)
Johnson & Jonhson PR Team: Danielle Devine/Lori Dolginoff/Alex Holland (Johnson & Jonhson NY)
RF BINDER PR: Edwige Buteau/Jill Metzger/Juli McGlynn
Cynthia Rowley Team: Cynthia Rowley/Peter Arnold (Cynthia Rowley)
J3: Eric Solomon/Sarah Strohl
Creative Director: Mario D'Andrea/Roberto Fernandez (JWT SP)
Creatives: Claudia Fugita/Leandro Pinheiro (JWT SP)
Planners: Ken Fujioka/João Gabriel/Guega Rocha (JWT SP)
Account Team: Luciana Rodrigues/Felipe Zorzi/Isadora Coelho (JWT SP)
Media Team: Ezra Geld/David Ralitera/Luciana Mariano (JWT SP)
PR Team: Juliana Rodrigues (Johnson & Jonhson SP)
PR Team: Telma Razera (Perspectiva Assessoria de Comunicação)
PR Team: Carolina Aranha/Isabel Pocai (Giusti Comunicação)
Alexandre Herchcovitch: Alexandre Herchcovitch
Media placement: Press Release - NY Fashion Week - 25/08/2010

Summary of the Campaign
Increase the market share of a brand that already owns 70% of the market, but is in a stagnant category.
Create new uses for the product, which stopped being just a simple bandage to become a fashion accessory. This resulted in a fashion Band-Aid® associated to the most prominent name in the Brazilian fashion market: Band-Aid® by Alexandre Herchcovitch. And US market: Cynthia Rowley.

The Situation
The challenge was increase the market share of a brand that already owns 70% of the market, but is in a stagnant category.

The Goal
Turning an adhesive bandage into an object of desire.

The Strategy
We invited two icons of the fashion world for our project.
In Brazil, Alexandre Herchcovitch, one of the biggest names in the Brazilian Fashion Scene.
In the U.S. the super-famous fashion designer Cynthhia Rowley.

Execution
Two special series of band-aid one in each country, with prints signed by these fashion icons.
The special series of Band-Aid were lauched in major fashion events in São Paulo and New York.
Which attracted the attention of the world media.
They quickly became topic of conversation in many different places and sold out in both countries.

Documented Results
The appraisal of articles that talked about Band-Aid® by Alexandre Herchcovitch surpassed the mark of U$ 1.6 million (more than 70 vehicles).
It was the first product from J&J Brazil to be featured in the New York Times and Marie Claire from Japan.