or
With band-aid, never give-up. Not on any challenge, not on relationships, not on life.
Target Segment: Kids (Age: 5-12 years)
Single Minded Proposition:
‘Cuts and bruises can be fun’
or
‘Its hard to imagine life without cuts and bruises. Be prepared for whatever life throws your way.’
Why are we communicating?
Each of these characters is known to face troubles and obstacles in their day-to-day life. But they never give-up, put up a fight and get back on their feet within no time. This is what band-aid intends to communicate to their target segment that no matter what comes your way in life, never give-up. The association with the familiar cartoon characters is taken due to the reason that the target audience recognizes these characters. Some of them even idolize these cartoon characters. They are part of their every day life, and if the message is driven using them as the messenger, then the kids would relate to it better and understand better.
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