When I think of J&J the first product that comes to my mind is baby shampoo “No tears” or baby powder. But after a glance at the company I realized that it also operates in Pharmaceutical and Medical Devices and Diagnostics sectors. Why is that important? J&J has had a hard time in both those segments since 2009 and has dealt with a long list of product recalls and lawsuits.
While a brand can take a long time to create and refine, it can often take only minutes to destroy. Interesting, but despite all problems it is a fact that J&J stock is actually up 32% in the past year.
Even if the financial results have been doing well the brand image has been suffering continuously, and so a recovery strategy has been started. “For all you love” is their first image campaign in a decade. This is also the first global corporate campaign that company launches, which will continue indefinitely and will cost an estimated $20 million to $30 million. Michael Sneed, the company’s VP for global corporate affairs, shares that the campaign also wants to show that “We’ve made great strides in that and we want to make sure we have a full conversation about who J&J is. We’re not perfect but we want people to understand that when we do make mistakes, we own up to those mistakes and we want people to understand the values that are behind J&J.”
The communication is created by TBWA LA, who works with J&J for the first time. Rob Schwartz, the global creative president of TBWA Worldwide shares that “The creative team at the agency was inspired by the credo of the company produced in 1943 that highlighted its responsibility to its consumers, employees, communities and stockholders.”