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Johnson & Johnson Topical Health Care
First Aid Moments Happen Everyday

RAN IN: United States

CLIENT
Johnson & Johnson

Carmen Nestares - Group Brand Director
Mikio Fujitsuka - Sr. Brand Manager

AGENCY
BBDO New York *Lead Agency

Sangeet Pillai - SVP, Group Planning Director
Stacey Shelly - SVP, WW Sr. Director
Savanah Brihn - Sr. Planner
Cesar Finamori - Sr. Creative Director, Art Director
Kara Goodrich - Sr. Creative Director, Copywriter
Shannon Haney - Acct. Director
Alexander Loubek - Producer
Billy Siegrist - Photographer


RF Binder Partners


J3


SUMMARY

2013 was shaping up to be a flat year for first aid. Johnson & Johnson, the leader in the first aid category, was positioned to take the biggest hit. Our challenge was to develop a program that incited moms to buy Johnson & Johnson's first aid products proactively and everyday. By repositioning first aid as a new way to show her family she cares everyday, we successfully doubled mom's purchase of first aid and owned the basket for Johnson & Johnson.

CASE VIDEO


Hero Medium: Print

Medium Featured On Video: Retail Experience,TV,Events

Audience: Families,Fathers,Mothers

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English