The effectiveness of an advertising campaign

Johnson & Johnson (J&J) is well known in the United States and the UK for its Johnson’s Baby® brand. By the 1990s, the company realised that its expertise in babies’ skin might have credibility for other skin care products. Consequently, J&J decided to develop a series of sub-brands under the Johnson name, each targeted at different life stages. This case study examines how J&J took an advertising campaign for the product Clean & Clear from the USA and transformed its concept to produce a positive…