Case
Johnson & Johnson
From baby shampoo to the world's largest healthcare company.
J&J was the world’s largest healthcare company, yet few people knew it. Its corporate brand still lived in nostalgic consumer products, not the medicine and medtech that drove the business. It had to keep its heritage of care while finally being seen as the healthcare leader it already was.
Inflection
Every healthcare company claimed innovation, so the word had lost its meaning and felt cold. Care on its own was too soft in the category. Yet, when you blend innovation & care you get something only J&J could own. The brief, translate next generation care for the next generation of human health into a campaign platform across audiences, geographies and channels that highlighted the next era of Johnson & Johnson.
Insight
For the first time in its history, every function and business rallied around one ambition. The new purpose helped set J&J transition into a healthcare company in the hearts and minds of stakeholders around the world and set-up the company to separate its consumer business with stakeholders aligned. Since becoming a focused healthcare company in 2023, J&J has ranked on Fortune's Most Innovative Companies list every year.
Impact
Brand Strategy . Corporate Purpose & Positioning . Business Function Positioning . Ethnographic Research . Brand Narrative . Executive Immersions . Campaign Platform
