BAND-AID® dispatches ‘glambulance’ for fashion emergencies
Call the glambulance—we have a BAND-AID® fashion emergency! This clever campaign around the special edition Cynthia Rowley-designed BAND-AID® yielded more than 80 million media impressions.
Anyone can play dress up—even Johnson & Johnson’s BAND-AID®.
Fashion designer Cynthia Rowley designed a limited edition, dress-up BAND-AID® that was sold exclusively at Cynthia Rowley stores, cynthiarowley.com and the Smithsonian’s Cooper-Hewitt, National Design Museum.
The challenge for PR agency RF|Binder was how to drum up media and consumer interest in the designer BAND-AID® concept without new product designs.
Its resulting publicity campaign that tied BAND-AID® to fashion emergencies—a timely theme that would resonate with fashion-forward female consumers—won top honors in the Best Publicity Campaign category in the 2012 PR Daily Awards.
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