Transforming an Iconic CPG Powerhouse Into an Inclusive Digital-First Marketer
1
Framework
Because of their long-held relationships with healthcare institutions and medical professionals, Johnson & Johnson is uniquely positioned to wield the power of their brand and create structural change with regard to systemic discrimination faced by patients, doctors, and medical students.
We worked together to begin making major inroads on the staggering Black maternal mortality rate with Tylenol and spun up Eczema Equality to address the severe lack of representation of eczema on dark skin with Aveeno Baby. Leaning into Motrin’s newly won relevance with Gen Z we built a gender-neutral consumer strategy around “people with periods,” and, together we revitalized Lubriderm’s body care story to strategically center the needs of the Afro-Latina.
2
Execution
By conducting a social listening audit to identify and understand Black American experiences with pain and the key emotions they were using to discuss/describe it, we learned that pain and pain care within the Black community is intrinsically linked to biases within the American healthcare system. We worked with Tylenol to establish a social impact northstar and carve out unique opportunities for the brand to tackle a future focus of Black American impact.
Insight: Most pregnancy and baby related content is created for the general market and doesn’t focus on the unique challenges of being a Black or Hispanic parent. Furthermore, for Black mothers looking for relevant information, there is less available from AA medical professionals who can relate to their challenges. Even search results reveal bias where you least expect it.
Working closely with J&J’s J3 Studio, we developed a communications and channel marketing strategy that would help fill the gap when it comes to the unique healthcare challenges, particularly skincare, in the Black and Hispanic communities.
Through stakeholder interviews, research, and a collaborative workshop, we identified an underserved market, reenvisioned Motrin’s Brand Ambition to be inclusive of that market, and developed a 24-month roadmap to implement a communications channel strategy.
3
Outcome
We conducted research to identify the Afro-Latina audience as an opportunity to extend Lubriderm’s reach. In doing so, we help them to build a long-term strategy that centers Afro-Latinas and sets Lubriderm up to have a meaningful impact on how everyone approaches daily body care and how the industry positions products like lotions, oils, and butters.
