81
+9%
4,777 $m
FMCG
In the last year, Johnson & Johnson has undertaken several initiatives reflecting its mission of “Caring for the world, one person at a time.” Responding to Hurricane Sandy in the US, it donated 20,000 first aid kits and USD $5 million. Understanding the importance of communicating the link between work and brand values, the brand created Stories of Caring, digital testimonials that bring to life the impact of its work on the health of the individual. The brand focused on the launch of its innovation centers around the world this year. These centers represent a new approach to R&D, promoting early innovation and reinforcing its position as a transformative force in the healthcare industry. The biggest challenge facing the brand continues to be managing fallout from manufacturing issues uncovered a few years ago in the consumer division. Rather than sell the division, the organization recommitted to its iconic product lines, including Band-Aid and Tylenol, which helped establish the essence of the Johnson & Johnson brand, allowing consumers to connect with it. Leveraging its strong brand idea, it embarked on the “For All You Love” campaign, featuring some of these product brands. This is the first time in 10 years that the company is launching a brand campaign, estimated to cost USD $20-$30 million this year. The campaign, centered on people, relationships, and caring, is an important step in rebuilding trust.