Johnson and Johnson 2011 Annual Report Download - page 12

JOHNSON & JOHNSON 2011 ANNUAL REPORT10
CONSUMER
Innovating Iconic Brands
When Christine treats her children’s
“owies,” she sings the “Always Squeeze
Then Stick™” song from a TV commercial
in which cheerful puppets sing about
always using NEOSPORIN® antibiotic
ointment together with BAND-AID® Brand
Adhesive Bandages for minor wounds.
“It’s catchy and gets stuck in our heads.
We’re singing it all day long,” Christine says.
MARKETING FOR TODAY’S CONSUMERS
Nearly 100 years old, BAND-AID® Brand is
one of the first Johnson & Johnson brands.
The NEOSPORIN® brand, which joined the
Johnson & Johnson trademark portfolio in
2006 with the Pfizer Consumer Healthcare
acquisition, has long represented the gold
standard in antibiotic ointments.
“If any brands were naturally meant
to be together, it’s the NEOSPORIN® and
BAND-AID® Brands,” says Susan Tang,
Group Brand Director, U.S. Topical Health
Care, Johnson & Johnson Family of
Consumer Companies. After all, she notes,
parents have trusted them for generations
to care for their children, the products
share the same store aisle and, when used
together, provide exceptional wound care.
Yet only 2 percent of consumers use
an antibiotic cream with a bandage,
according to one study. To reinforce the
message that the products should be used
together, Johnson & Johnson Consumer
Companies, Inc. developed the “Always
Squeeze Then Stick™” initiative and ran a
commercial in English and Spanish. The
campaign also brought fun activities and
the commercial’s brightly colored puppets
to large events, including the Baby Buggy
Bedtime Bash, a charity event attended
by celebrity parents and children. And
the initiative reached out to influential
mommy and daddy bloggers, who spread
the word through social media.
Christine, for example, who had used
the two products together long before she
became an ambassador for the campaign,
promoted “Always Squeeze Then Stick™”
through Twitter and at several parent
blogger events. She hosted a video contest
for her blog’s readers and posted a video of
her own family in Lincoln, Calif., dancing
and singing the song.
“It appeals to a broader audience
beyond just us moms,” Christine says.
“My older kids are pretty good about
helping to treat the younger kids. It’s not
just mom squeezing then sticking. It’s the
oldest siblings too.”
DEVELOPING TRUSTED NEW PRODUCTS
Across the Johnson & Johnson Family
of Consumer Companies, iconic brands
are using innovation to drive growth
and meet consumer needs. Efforts range
from marketing and educational tools
to creative packaging to research and
development that leads to new products
from historic brands.
The NEOSPORIN® and BAND-AID®
Brands, for example, are also launching
new products in early 2012. The new
As a mother of seven, mommy blogger Christine
Young tends to a good number of scrapes and
cuts. “My kids bike, skateboard, climb trees and
are always on the go, so there’s always a scrape
or cut or bruise,” says Christine, whose daughter and six
sons range in age from 1 to 11.
BAND-AID® Brand Adhesive Bandages
use QUILTVENT™ technology, which
promotes breathability—a feature
consumers have said they want—and
enables the bandage to wick away blood,
leaving the wound clean.
The NEOSPORIN® brand, meanwhile,
is entering the eczema skin care area
with NEOSPORIN® ESSENTIALS™,
three new products designed for people
with eczema, plus a trial pack that
contains them all. The line includes a
gentle and nonirritating daily care
wash; a moisturizing cream that has
been clinically shown to restore visibly
healthier skin in three days; and, for
itch flare-ups, a hydrocortisone cream.
All have unique RELIPID™ formulas,
which contain a humectant, emollient,
lipid and botanical blend to help retain
moisture, which is essential for healthy-
looking skin.
“We put so much heart, sweat and
passion into innovating these formulas,”
says Elena Fernandez-Kleinlein, Senior
Director, R&D, Global Topical Health Care,
Johnson & Johnson Family of Consumer
Companies. “We’re proud to be able to
help eczema sufferers.”
Other heritage brands are also
launching innovative products to
meet consumer needs. For example,
NEUTROGENA®, a 58-year-old iconic
brand, learned from consumer insight
that parents have a hard time getting their
little swimmer to sit still long enough to
dry off and reapply sunscreen. This led to
the 2011 launch of NEUTROGENA® Wet
Skin Sunblock Spray, the first sunscreen
designed to be applied directly to wet skin.
The sprays quickly became the top-selling
new products in the sun category.
Also in 2011, Neutrogena Corporation
launched the first products in its line
of NEUTROGENA® Naturals face and