A story in Forbes describes Johnson & Johnson’s new global branding campaign, which will cost the medical products giant an estimated $20 million to $30 million for the remainder of the year.
The campaign, the company’s first in more than a decade, features the tagline: “For all you love, Johnson & Johnson.”
According to Forbes, the company is trying to compensate for damage to its public reputation following several years marked by high-profile product recalls and lawsuits.
A jury recently awarded $11.1 million to a woman injured by a vaginal mesh implant that Johnson & Johnson’s Ethicon division manufactured. That case represented the first of more than 11,000 lawsuits about the devices to go to trial, filed by women complaining of health problems that include infection, organ perforation and chronic pain.
In a separate case, another jury awarded $8.3 million to a man injured by an ASR hip implant, which Johnson & Johnson’s DePuy Orthopaedics subsidiary manufactured. A number of studies show nearly half of the implants break down and need replacement within six years, as well as having a tendency to shed toxic metal debris in patients’ bodies.
According to Forbes, the company introduced the campaign during a shareholder meeting in New Brunswick, N.J. It will feature TV ads to begin airing early in May, 2013, followed by print ads in the New York Times and People magazine.
Forbes says the Johnson & Johnson campaign is consistent with a trend among global corporations, which see value in corporate branding in what the story describes as “an increasingly transparent and accessible world driven by social media.”
You should consult with a doctor if you have any ongoing symptoms or health concerns from a Johnson & Johnson product. If you have significant injuries, you should also consult with a DePuy hip or transvaginal mesh lawyer to discuss your legal rights.
See the story here: