Because Band-Aid had a solid position in the children’s segment we took a chance and targeted an unchartered territory: young-adult audience. As fashion was increasingly present in their lives and more and more they were using tools to customize their style, we brought to life a NEW LINE OF DECORATED PRODUCTS that could be used both on real wounds and as a fashion accessory or adornment.The idea came to fruition through the partnership with Brazil’s top designer, Alexandre Herchcovitch, who’s had a Band-Aid tattoo since 1991. Ten of the prints used in his collections ended up on Band-Aid strips.

Within 2 months, Nielsen ranked it the top-selling decorated adhesive bandage at the pharmacies where it was available, outperforming the children’s product without cannibalizing its sales. The project generated US$ 4 million in spontaneous media, 2,800% return over the brand’s total marketing budget (US$140,000). Even the New York Times featured the story. Band-aid reinvented the category after 75 years in Brazil. It became a desirable brand. Artists began using the product and members of a prominent Brazilian band appeared on Brazil’s top-ranking TV show wearing Band-Aid.The first Brazilian J&J brand to export an product to the US and Canada.