Johnson & Johnson paid a premium to sponsor the World Cup, but its initial campaign ignores soccer in favor of showing how children care for friends and families. The "Once Upon a Care" ad from JWT, New York, uses children's author Patricia Lakin to turn interviews about caring into children's books about helping out or growing up to be firefighters. The ad will be supported with media on Facebook, Twitter, Pandora and broadcast news websites, among others.
Johnson & Johnson has tapped Alison Lewis, formerly Coca-Cola's top marketer in North America, as its first global chief marketing officer of consumer companies. Lewis will manage a J&J division that spent roughly $750 million in measured media in the U.S. last year, according to Kantar Media.
Brands need to figure out their endgame before launching a Facebook marketing campaign, says Kim Kadlec, Johnson & Johnson marketing vice president. Brands must map out what they hope to achieve before jumping on Facebook, or they risk simply annoying consumers, Kadlec says. "People are there because they love [Facebook]. We don't want to ruin the party," she says.
Johnson & Johnson is shutting down its BabyCenter.com store, leaving the online retail business to concentrate on digital media, the company said. The site is expected to be an attractive online-media play for marketers, said Tina Sharkey, global chairwoman of BabyCenter.
The newly released Top 50 2008 Corporate Social Responsibility Index puts Campbell Soup, Johnson & Johnson, Kraft Foods and General Mills in the top 10. Google is at the top, followed by Campbell, then J&J.