Inclusive Digital-First Transformation at Johnson & Johnson
- ClientJohnson & Johnson
- IndustryHealth & Wellness
- ServicesMarketing · Customer Experience
- CapabilitiesContent strategy · Inclusive Marketing
How Johnson & Johnson became a more inclusive digital-first marketer
Johnson & Johnson set out to evolve how an iconic CPG organization shows up in a rapidly changing digital landscape—while staying true to the trust and consistency people expect from a legacy brand. The challenge was balancing scale and complexity with the need for more inclusive, modern experiences across channels.
In this story, you’ll learn how we partnered with Johnson & Johnson to help modernize its marketing for today’s audiences. We’ll share how we strengthened the foundation for more connected, customer-centered experiences—without losing what makes the brand enduring.
Key Takeaways
Scaled inclusive, digital-first marketing across an iconic CPG portfolio
Modernized marketing operations to better support digital-first execution
Embedded inclusion into strategy and day-to-day marketing practices
Established a repeatable foundation for ongoing transformation and continuous improvement
Extending Lubriderm's Reach to Afro-Latinas
We conducted research to identify the Afro-Latina audience as an opportunity to extend Lubriderm’s reach. From there, we helped build a long-term strategy that centers Afro-Latinas—positioning Lubriderm to make a meaningful impact on daily body care and on how the industry talks about products like lotions, oils, and butters.
Addressing Healthcare Bias with Strategy
Through a social listening audit, we identified how Black Americans describe pain and the emotions tied to those experiences. That work revealed how pain and pain care in the Black community are intrinsically linked to bias within the American healthcare system. With Tylenol, we set a social impact northstar and identified opportunities to focus on Black American impact.
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. For Black mothers looking for relevant information, there is less available from AA medical professionals who can relate to their challenges—and even search results can 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.
What We Did
Built an inclusive, digital-first marketing approach for an iconic CPG portfolio
Modernized content and channel execution to better meet audiences where they are
Aligned teams and workflows around a unified strategy to improve consistency across brands
Delivered a scalable foundation for ongoing digital marketing transformation across the organization
A clearer, more inclusive Motrin ambition—backed by insights and a 24-month roadmap
Through stakeholder interviews and research, we built a clear view of Motrin’s current landscape and the opportunity ahead. In a collaborative workshop, we identified an underserved market and re-envisioned Motrin’s Brand Ambition to be more inclusive. From there, we translated the work into a 24-month roadmap to guide a communications channel strategy. The result is a focused path forward that aligns teams around a shared, inclusive digital-first direction.
Related work
Elevating Thrive Market Into a Billion-Dollar Brand
A Groundbreaking Digital Platform Redefining the Medical Field
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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