How Band-Aid Brought The Met Collection to Target
What’s new: Kenvue Brands partnered with The Metropolitan Museum of Art (aka The Met in New York) to release a limited-edition collection of first-aid products exclusively at Target on April 6.
What we saw: An endcap in the pharmacy department stocked Band-Aid SKUs and products from sibling brands Benadryl, Visine and Imodium along with first-aid bags depicting one of two famous prints/patterns: Katsushika Hokusai’s The Great Wave or William Morris’ Brother Rabbit. The bags were $5.99 or free with the purchase of three SKUs. The offer was conveyed on shelf trays depicting The Great Wave.
Additional support: A full-page feature in retailer’s June 29 spotlighted the bag offer along with a metal Band-Aid tin depicting The Great Wave. The Met and Band-Aid promoted the launch on Facebook and Instagram, enlisting fashion influencer Olivia Palermo for paid posts. Palermo hosted a kickoff event for the collection at the Lavan Chelsea private event space in New York.
A sweepstakes running through Band-Aid.com from April 21 to May 19 awarded five winners a $300 prepaid card, the exclusive collection, and merchandise from The Met.
More context: While this is the first time that Band-Aid has collaborated with The Met, the brand has run variations on this promotion with Target annually since 2022, giving the mass merchant different exclusive bags each year.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
