Our Insight

Cuts (and boo boos) can be scary to kids and parents. They make us vulnerable for a moment. It brings a kid back into mom’s arms for a moment. Mom and Band-Aid magically heal the hurt. We discovered that moms in China, Japan and the US all had a special ritual behavior associated with their handling of the cuts — a kiss, a special song, a hug. This healing ritual made the hurt go away and made the child feel protected by mom’s love.

Moms weren’t just putting on a Band-Aid—they were giving their child  “Love that Sticks.”

Result

A new global campaign tapped into this insight — “We cover the things we love.” The new “Covering is Caring” campaign helped grow global sales +14% in the launch year.

Watch Brandgarten’s insight played out in the BBDO campaign below: