Johnson & Johnson (J&J) has launched a corporate branding campaign – its first for a decade, with creative work being handled by the Californian office of TBWAChiatDay.
The campaign takes the tag line ‘For all you love’ and comprises print outputs and a 60-second TV advertisement which will be aired across the US.
J&J’s CEO Alex Gorsky, announced the launch of the campaign by YouTube video at its annual meeting of shareholders on May 6.
With a spend of over $20m on the activity, commentators see the campaign as an effort to rebuild corporate confidence after a series of product recalls, including for its OneTouch VeriolQ blood glucose meters on March 25 this year.
The company has also suffered from a number of, lawsuits, which includes an order to pay out over $8.3m in damages in the first of what is a line of 10,000 pending lawsuits over its now-recalled faulty hip implant, and management difficulties in recent years.
The campaign is intended to re-establish J&J’s core values and in an interview with Ad Age, VP-global corporate affairs, Michael Sneed was asked if this was an effort to recover from bad press?
Sneed replied: “I wouldn’t say that. You can’t simply have a campaign that’s going to paper over all the things a company does. But I would say that it is a campaign that emphasises our strategy for reconnecting with consumers when our business is really taking measurable strides to overcome the past challenges.”
The black and white visuals echo the company’s previous corporate campaign ‘Having a baby changes everything’ which was originally produced in 2002 by Interpublic Group’s Lowe & Partners. In 2005, J&J brought in media company Time Warner to re-shape the advertisement’s creative, using celebrities to endorse the message.
Although J&J has had a series of business challenges, in financial terms the company has fared well with stock up 32 per cent in the past year and sales of $17.5bn in the first quarter 2013, an increase of 8.5 per cent quarter on quarter.