Please login to the form below

Not currently logged in

Johnson & Johnson launches first corporate campaign for decade

Campaign intended to reinforce company values to consumer

J&J corporate brand campaign

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 TBWA\Chiat\Day. 

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.

14th May 2013

From: Marketing



COVID-19 Updates and Daily News

Featured jobs


Add my company

AMICULUM® is an independent global healthcare communications, consulting and learning business with a global team of >220 healthcare communications professionals,...

Latest intelligence

How innovating study sites can improve patient recruitment efficiency
There are so many ways that clinical trials have innovated over the last few years. There is now a larger focus on making trials more patient-centric, more virtualised, and more...
Avoiding A Series of Unfortunate Events: launch lessons from lockdown
Chris Ross takes a novel look at launch excellence through the lens of COVID-19 and explores how pharma’s launch leaders are rewriting the story...
6 reasons patients drop out of clinical trials and 6 ways to fix it
If you’ve successfully recruited patients for your clinical trial, but one by one, they begin to drop out, then this information could be for you....