National Activation Planning

Our Challenge:

The Johnson & Johnson Oral Care category of brands required a comprehensive activation plan to defend its leadership position from aggressive competitive efforts. In addition, the company needed to integrate its newly acquired Rembrandt tooth whitening lines into the portfolio.

Our Solution:

Create a year-round integrated multi-channel plan that would expand the J&J category leadership position. The solution was a blend of in-store, in-home and online media support featuring strong consumer incentives that encouraged “pantry loading”. Aggressive in-store account specific integration was also utilized.