While the bandage category is dominated by Johnson & Johnson’s Band-Aid brand, a liquid bandage, sold and marketed under the brand name, New Skin, has clear and unique advantages over the traditional standard bearer.

The history of the bandage category is littered with boring, bland executions with the occasional jingle. In this case, unlike traditional bandages, the target is adults. And the benefits are so obvious, a spokesperson (spokes-cut) we call Mr. Cut, finds himself outraged and frustrated that so few have yet to figure this out.

The Mr. Cut campaign for New Skin has been a huge success for Advantice Health with New Skin sales jumping 36% in year one and has sustained double digit growth every year since.

In its first eight weeks, one commercial for a new SKU, has seen a POS increase of 125%. And another new SKU is up 245%. These are not typos.

The negatives of traditional bandages are highlighted to excellent effect, especially when they get wet. Traditional bandages fall off letting in dirt and germs. The superiority of New Skin, on the other hand, is highlighted by making the case that cuts and abrasions acquire a water-proof seal from New Skin, protecting cuts from water and dirt.

The spokes-cut executions with the frustrated character, Mr. Cut, has proven to be a highly efficient and entertaining way of communicating the brand’s advantages over traditional, ordinary bandages.