Articles tagged with J&J:
You can also browse all brand tags.
JUN
23
Harris Poll Has Search Giant No. 1 in Reputation; J&J, General Mills and Berkshire Hathaway Make Top 10
Advertising Age,
June 23, 2008 —
The most reputable company in America: Google, which toppled Microsoft from the top perch in the 2007 Harris Interactive Reputation Quotient study released today — and sent it tumbling all the way down to No. 10.
But what should be even more eye-opening to the companies rounding out the top 10 — which include Johnson & Johnson and General Mills — and the rest of the list is that Google's victory shows that a company that spends nothing on advertising can still be the most positively perceived by consumers.
FEB
12
Baby-Lotion Cartoons Play Up Bonding Time: Risky Marketing Turn
Wall Street Journal,
February 12, 2008 —
Johnson & Johnson is one of the largest television advertisers in the U.S. But to promote its best-selling baby lotion, the company is putting most of its effort into a different approach: Web cartoons.
In one of its animated Web videos, as a mother starts massaging her daughter's feet, legs and chest, her baby giggles, smiles and makes eye contact. Pink swirls meant to represent the lotion's scent fill the screen.
The ads for Johnson's Baby Lotion, developed by an animation studio, not an ad agency, attempt to highlight the emotional connections babies build with their mothers. In contrast, most of J&J's competitors focus on the medicinal benefits of baby lotion. Johnson's is favoring the Internet over TV because it believes young parents scour the... continue reading
JUL
2007
By Jill Steele,
July 30, 2007 —
I can just imagine it on YouTube: Cute little Girl Scouts, loaded wagon in tow, approaching their elderly neighbors to push not Thin Mints or Shortbreads, but instead whipping out samples of Motrin, BenGay and Mylanta.
It’s not quite what’s behind a new Johnson & Johnson marketing strategy, but not too far off the mark. No spoof: J&J’s initiative, designed to let churches, charities and non-profits like the Girl Scouts to sell its products as a fundraiser, is a pretty smart move.
... continue reading
JUL
2007
Prophet,
July 23, 2007 —
Color today’s marketers dazed and confused. It’s an understandable reaction to an environment that has become almost impossibly complex, making it difficult for them to figure out where to start (or much less how to go about) meeting management’s escalating demands for demonstrable returns.
† Access to articles with this symbol may require a subscription.
