BRINGING BRANDS TOGETHER When Christine Young's children experience a scrape or cut, she sings the "Always Squeeze Then Stick™" song as she uses NEOSPORIN® antibiotic ointment and BAND-AID® Brand Adhesive Bandages to help them feel better. The marketing campaign brings together two iconic brands.
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.
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.
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."
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 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 non-irritating 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 lip products. The five products are, on average, 94 percent naturally derived, with no harsh chemical sulfates, parabens, petrochemicals, dyes or phthalates. The Neutrogena science team examined thousands of natural ingredients to find the best bionutrients, such as Peruvian Tara Seed, to promote healthy-looking skin. In addition, NEUTROGENA® Naturals uses environmentally sensitive post-consumer recycled material in its packaging and built a first-of-its-kind green server, which runs the brand's website solely on solar and wind energy.
The NICORETTE® team, meanwhile, extended the brand's long history with the launch of NICORETTE® QUICKMIST™, a fast-acting mouth spray for relief from cigarette cravings. The development and launch involved a host of innovations based on consumer insight, including the desire for speed, effectiveness and an easy-to-use design. The marketing campaign and commercials focused on demonstrating the spray's fast action, which deeply resonated with consumers.
"Consumers have trusted our brands for generations. We must invest in our heritage brands to keep them successful and relevant to consumer needs," says Jesse Wu, Worldwide Chairman, Consumer Group, Johnson & Johnson.
BRINGING BRANDS TOGETHER When Christine Young's children experience a scrape or cut, she sings the "Always Squeeze Then Stick™" song as she uses NEOSPORIN® antibiotic ointment and BAND-AID® Brand Adhesive Bandages to help them feel better. The marketing campaign brings together two iconic brands.
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.
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.
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."
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 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 non-irritating 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 lip products. The five products are, on average, 94 percent naturally derived, with no harsh chemical sulfates, parabens, petrochemicals, dyes or phthalates. The Neutrogena science team examined thousands of natural ingredients to find the best bionutrients, such as Peruvian Tara Seed, to promote healthy-looking skin. In addition, NEUTROGENA® Naturals uses environmentally sensitive post-consumer recycled material in its packaging and built a first-of-its-kind green server, which runs the brand's website solely on solar and wind energy.
The NICORETTE® team, meanwhile, extended the brand's long history with the launch of NICORETTE® QUICKMIST™, a fast-acting mouth spray for relief from cigarette cravings. The development and launch involved a host of innovations based on consumer insight, including the desire for speed, effectiveness and an easy-to-use design. The marketing campaign and commercials focused on demonstrating the spray's fast action, which deeply resonated with consumers.
"Consumers have trusted our brands for generations. We must invest in our heritage brands to keep them successful and relevant to consumer needs," says Jesse Wu, Worldwide Chairman, Consumer Group, Johnson & Johnson.
