SHANTI COMMUNICATION SCHOOL

Advertising Campaign
Introduction to MarCom

By Arpita Dalwadi
10/16/2013

The above assignment was submitted to Prof. Priyesh Balakrishnan in terms with the final evaluation for
the subject Introduction to Marketing Communication.

Brand name: Johnson&Johnson

About the company: Johnson & Johnson is a U.S
multinational medical devices, pharmaceutical and
consumer packaged goods manufacturer founded in 1886.
Its common stock is a component of the Dow Jones
Industrial Average and the company is listed among the
Fortune 500.

Current Product Range: Band-Aid, Benadryl,

Calprofen, Carefree, Clean&Clear, Listerin, Pediacare
and many more.

The Advertising Campaign

Television Script
The One-Liner
Johnson & Johnson takes in hand an all-in-one advertising campaign for all its major
baby products through the medium of print and television commercials.

The Background
As the aim and strategy of the campaign is only baby products and the other
pharmaceutical segments of the company, all the advertisements are soft scripted. It
focuses mainly on the target individual, i.e. the mother of the baby. All the print ads and
TVCs will hover around the mother-child relationship factor.

The Premise
Its a childs baby shower ceremony in a typical upper middle class family of Indian
society. There are happy and smiling faces all around due the arrival of the new
member of the family. Specially the mother who is overwhelmed with the happening.
Everybody is bringing gifts for the new born and shower their blessings.

The Hero and the Twist

The Hero here turns out to be Johnson & Johnson. Coincidently enough, every guest in
the baby shower brings one or the other product of Johnson & Johnson as a gift for the
baby. Some even bring the big baby gift hamper that contains all the major baby
products the company offers. The mother is the one that receives all the gifts on the
babys behalf and is now confirmed that not only her, but everyone else thinks that
when it comes to baby care, nothing is better than Johnson & Johnson. Infact after a
while, while hosting the guests and the time when she receives the gifts, she knows it

will be nothing else than J&J.

Hence, at the end all the gifts received are laid in corner of the house and all turn out to
be of Johnson & Johnson only. The baby and the mother are looking at the gifts with a
smile of satisfaction.
The ad ends with the product description and the logo with a tagline.

Print Advertisement

Issues Faced by the Brand:

Quality-control problems across product lines.

 Some products have gone missing from stores with hardly an

explanation.
Must persuade millions of disappointed customers to
once again pay a premium for products that may no
longer seem to be of any higher quality than the less
expensive store brand.

Marketing Objectives: