3M Nexcare — “The Diamond Standard”
How we turned everyday boo-boos into a badge of brilliant care.
DRIVING BRAND SUPERIORITY IN A HIGHLY COMPETITIVE MARKET
THE CHALLENGE
When it comes to bandages, most people don’t care… until they really, really do.
The category is plagued by apathy. Every bandage is “just okay.” Good enough. Not great. No one’s stopping to ask, “Is there a better bandage out there?”
We needed to convince Passionate Protectors—especially parents and caregivers in Taiwan, Japan, and beyond—that Nexcare’s Hydrocolloid and Waterproof Bandages don’t just stick… they stay.
THE INSIGHT
Everyone’s stuck in “okay care”.
We’re here to say: stop settling. Start expecting more.
Because Nexcare doesn’t offer gold standard care. It offers diamond standard care.
THE BIG IDEA
More than just a catchy claim, it was born from a real, stress-tested truth:
Nexcare’s iconic diamond shape isn’t a gimmick—it’s scientifically designed to seal out water, dirt, and germs from every side.
Backed by CDC and medical data, we created a world where every wound, scratch, scrape and stub deserved protection born from real-life testing across the globe.
From 94,000 DIY injuries to 3,200 lifetime bruises, we tallied up the pain so consumers didn’t have to.
Supported by stats from national health boards across Japan, Korea, Taiwan, and the WHO.
