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Brandweek, April 14, 2008 — Earlier this month, Johnson & Johnson invited 56 influential mothers/bloggers to an all-expenses-paid trip to a three-day conference in New Jersey where they had breakout sessions on everything from wine tasting to infant eye exams.
New York Times, July 14, 2007 — Drug companies like to say that their most expensive products are fully worth their breathtaking prices. Now one company is putting its money where its mouth is — by offering a money-back guarantee.
Johnson & Johnson has proposed that Britain’s national health service pay for the cancer drug Velcade, but only for people who benefit from the medicine, which can cost $48,000 a patient.
Brandweek, June 18, 2007 — Johnson & Johnson wants to turn Girl Scout troops into "drug dealers"—but it's all for a good cause. The drug giant said it will launch a promotion this month, in which churches, charities and nonprofit groups—such as the Girl Scouts—will be encouraged to sell J&J's painkillers and cough medicine to their friends and neighbors. For every purchase of a J&J brand, including Tylenol, Sudafed, BenGay and Motrin, J&J will donate 8% of the sale to the community group.
Wall Street Journal, May 11, 2007 — Johnson & Johnson has joined a growing list of marketers who are dissatisfied with the way advertising firms are structured, and it is calling for more collaboration between the people who do the consumer research and the people who actually create the ads. J&J's comment comes a month after Procter & Gamble, the U.S.'s largest advertiser by spending, offered a similar critique. Typically, the communications planning and creative functions are run by separate companies, which marketers say often gets in the way of sharing consumer insights and finding the best way to reach the public.
Advertising Age, April 23, 2007 — Kidzania, a theme park offering intense brand engagement with young children, is a new twist on branded entertainment. It charges a $30 admission fee to allow children to "work" in one of 70 different kinds of jobs for a day. Young customers are outfitted in uniforms, hats or helmets as they take up their places in child-sized brand venues ranging from a Coca-Cola bottling plant and a Mo's Gourmet Hamburgers restaurant to a Johnson & Johnson hospital ward and a Mitsubishi auto world.
Advertising Age, March 18, 2007 — Staid Johnson & Johnson is proving to be marketing's Elvis Presley: While rivals talk up nontraditional marketing without changing measured-media spending habits much, J&J's adopting the King's refrain: "A little less conversation, a little more action."
Wall Street Journal, February 14, 2007 — When it comes to innovation, the conventional wisdom often tells companies to aim for home runs. But frequent singles can be just as important. Home runs, in this case, are radical innovations — breakthrough products, anything from disposable diapers to cellphones, that introduce a new core technology and provide much greater customer benefits than existing products.
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