johnson & johnson unveils new corporate branding campaign

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6/22/13 Johnson & Johnson Unveils New Corporate Branding Campaign - Forbes

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MO NETWORK | 4/25/2013 @ 5:37PM | 7,035 views

ohnson & Johnson Unveils NewCorporate Branding CampaignFor all you love, Johnson & Johnson .

So ends the new TV spot from TBWA LA for

ohnson & Johnson, advertising not the

ompanys baby shampoo or Band-Aids, per se,

ut the company itself.

ohnson & Johnson today introduced its first

orporate-branding campaign in a decade at its

nnual shareholder meeting in New Brunswick,

NJ. The TV ads will begin airing on May 6, and a

rint ad will run in The New York Times and

People on May 10.

his comes after a tough several years for the

ompany, which has dealt with multiple product recalls and lawsuits.

One of the things that we wanted to be sure to do is move to really get past

ome of the challenges weve had as a business, said Michael Sneed, VP of

lobal corporate affairs. Weve made great strides in that and we want to

ake sure we have a full conversation about who J&J is. Were not perfect but

e want people to understand that when we do make mistakes, we own up to

hose mistakes and we want people to understand the values that are behind

&J.

&J ranked No. 6 ofAmericas 150 most reputable companies this year,

ropping from No. 3 last year, according to The Reputation Institute.

We certainly are not oblivious to the rankings, Sneed said. The reputation

f J&J is very important to us. We take it very seriously. We have a lot of data

hat we look at, both externally and internally, he said. I wouldnt say there

as any one thing that precipitated [the campaign], and we certainly dont do

hese things just for rankings. Reputation is something thats born out of

ctions. The reputation is a reflection of peoples perspective on the actions

hat we do take.

he corporate campaign is the first global one, will continue indefinitely and

ill cost an estimated $20 million to $30 million for the remainder of the

ear.

It comes at a time when many businesses such as Nestle, Unilever and Procter

Gamble recognize the value of corporate branding in an increasingly

ransparent and accessible world driven by social media. Weve really

mbraced transparency because we think weve got a great story to tell, Sneed

aid. It has made us even more committed to making sure that were part of

he conversation wherever that conversation happens. Clearly, more of that

onversation happens online and in the digital space. We love that things

Jennifer Rooney

Forbes Staff

I've cov ered interactive advertising for

Ad vertising Age during the do t-c om b oo m and

then marketing for Business 2.0, serv ed as

contributing editor at Chief Exec utive magazine,

and was editor-in-chief of Sales & Marketing

Management magazine before joining Ad Age

again, where I most recently serv ed as editor of

CMO Strategy. Now at For bes as CMO Network

editor, I'm thrilled to be overseeing content for

that most dynamic, creative and arguably

challenged ex ecutiv e in the C-suite, the CMO.

Marketing's humanity and psyc hology is what's

most alluring to me. In fact, I plan to devo te

much time and attention to the people and

personalities behind the wins, the campaigns,

the agencies, the partner ships, the stunts, the

experiments, the screw-ups, the near-misses

and the happy accidents that define marketing

and advertising in the era of mobility, Facebook,

DVRs, Empire Av enue and clo uds. So tell me

you r stor ies .

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appen in real time. We get jazzed at being part of that, he said, adding that

mployees, particularly the younger ones, are excited by the companys

nvolvement in social media, and have become ambassadors for the brand.

Sneed also pointed out that J&J has a history of doing corporate campaigns

or example, the Campaign for Nursings Future, which has been running for

10 years.

As we were thinking about what else we wanted to do, we thought it was

mportant to reconnect with customers, healthcare professionals, andeconnect them to J&J and really [help them] understand the values behind

&J. The campaign is about celebrating the people who do the work of caring

or others and in a selfless manner.

he central theme of the new ads, the first from TBWA LA, is lovean

xpression of what people do when they care unconditionally for others,

Sneed said. That comes out of the history of J&J.

atch one of the spots here:

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johnson & johnson unveils new corporate branding campaign

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