From legacy brand to new generational staple: modernized two iconic wound care brands to stay trusted, relevant, and indispensable in today’s digital health landscape.

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The Industry: Health & Wellness

The Rub: These two legacy brands – Neosporin® and BandAid® – have long been a staple of the medicine cabinet, mom’s pantry, the drugstore aisle, the medicine aisle at the grocery store. Until about 15 years ago when new brands entered the market offering wound care and pain relief. Now today there are so many brands in the saturated health marketing that Americans don’t know who to trust or what have on hand in a pinch. Beyond that, many Americans only think about and plan for wound care, first aid and those oops-y moments after getting hurt. They rush to the pharmacy or drug store, grab the essentials, and forget about future planning in the moment. 

The Mindset: I need a quick fix to a booboo – help! 

The Urgency: Americans spend thousands of dollars and countless hours every year running around trying to find cheap, the best of the best or diy to fix simple scrapes, bruises and booboos. What they actually need is guidance, education and a one-stop-shop. 

The KPIs: Audience awareness & engagement. Marketplace purchases. Partner sales. Store foot traffic.