Betadine | Power of Earth: Dad Hero


  • Brand Strategy
  • animation
  • strategic positioning
  • Animated Video Production
  • Brand Positioning
  • Video Production
  • relaunch
  • COVID-19

Betadine enjoys 50 years of hospital heritage but low consumer awareness. In 2019 Avrio Health came to Burns Group to reposition the Betadine brand within the crowded first aid category and create a campaign for their product re-launch. After an in-depth insight and strategic process we landed on a creative concept in March. On the eve of our shoot, Covid-19 curbed all live action productions. With 4-weeks until launch and within 24 hours, the BG team came up with an idea to pivot the campaign to animation, in a way that spoke to the core demographic, felt authentic to the brand and brought levity in a time of chaos. The spot and accompanying display ads are now live on Hulu, Google, Pandora, WebMD, Facebook, and Instagram.