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JUL 2007

Smart Business: Making UCare to Buy J&J Products

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.

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Category: Marketing Strategy
Tags: BenGay, J&J, Motrin, Mylanta, Purell, UCare, Visine
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