“The Moment” has arrived for
adhesive bandages that aren’t flesh-colored.
And not just any adhesive bandages, but the 101-year-old Johnson & Johnson brand Band-Aid. It is so ingrained in popular culture that
it’s often mistakenly used generically for any product in the category.
After launching via a Band-Aid Instagram post in
March, Band-Aid’s multicultural AOR Hero Collective has now created three 15-second spots dubbed “The Moment” for the brand’s line of brown-skin-toned Ourtone adhesive
bandages.
Spotlighting how three esteemed Black achievers met their own important “moments,” the Ourtone ads feature WNBA star Candace
Parker (“Made to Move as You’re Making Moves”), deejay DJ D-Nice
(“Made for Cuts and Scratches”) and ballerina Michaela
DePrince (“Made to Blend In So You Can Stand Out”).
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Paid media, placed by Interpublic/UM’s J&J-dedicated J3 agency, is running on Instagram and Facebook over a
six-week period, with the spots featured on a dedicated landing
page and social sites. The campaign also includes still image ads of each celebrity and some in-store retail.
To help support the launch, Band-Aid has donated more than 200,000 Ourtone
boxes to local community centers, faith-based organizations and nonprofits that support the Black community. Pre-launch, it had already started a multi-year program to provide $300,000 in
scholarships to Black nursing students through the National Black Nurses Association and the Foundation of the National Student Nurses’ Association.
Ourtone comes in three
shades of brown — Parker uses shade BR 45, D Nice BR55 and DePrince BR65 — with each box holding 30 Band-Aids.
Other companies selling brown-skinned adhesive bandages include
Tru-Colour, which launched in 2014,
and
Browndages, which debuted four
years later. Band-Aid had introduced a short-lived line called Perfect Blend in 2005.