The History of Band Aid

1331 Words Dec 9th, 2012 6 Pages

The Band-Aid was invented in 1920 by Earle Dickson, an employee of Johnson & Johnson, for his wife Josephine Dickson, who frequently cut and burned herself while cooking. The prototype product allowed his wife to dress her wounds without assistance. Dickson, a Highland Park, New Jersey resident at the time, passed the idea on to his employer who then went on to produce and market the product as the Band-Aid. Dickson had a successful career at Johnson & Johnson, eventually becoming a Vice President at the company before his retirement in 1957.

Entered India in 1978
Traditional ointments and the Indian belief that wounds and cuts should be kept open
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Virender Sehwag, chosen as Band-Aid 's brand ambassador, symbolised the very essence of what the product stood for: solid, gritty and with a never-say-die attitude under any circumstance. This tie-up kicked off a series of contests and promotions that included a special edition pack featuring the explosive cricketer.
Over the years, the challenge for communication has been to shift from passive protection to active healing. Band-Aid needed to signal efficacy, demonstrate its 'medicinal side ' and shift its discourse without losing its core values. Kids have the innate desire to be active and Band-Aid makes sure that cuts and bruises will not hinder that desire
The Band-Aid Goldfish campaign, launched in 2000, was a real clutter-breaking advertisement, which elevated the awareness of wash proof to new heights. Since early 2003, the brand, with its new campaign of ‘Continuous Care’, has tried to reposition itself among the target audience. The simple theme is that unlike antiseptic liquids and creams, which wear off after the initial effect, Band-Aid works on the wound non-stop. Therefore, the core value of the brand – ceaseless supervision – is emphatically stated in the baseline “Iska asar lagatar”. The Kids Snapshot film is based on this thought.
J&J has been growing the brand through innovations in
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