When Johnson & Johnson brought its Le Petit Marseillais brand to market in the United States last year, it embarked on a journey to identify the brand’s U.S. consumer, build messaging and strategy rooted in insights, and support the launch with customized programs at key retailers.
Targeting the timeframe between when allergy season ends and when cough, cold and flu season begins, J&J developed a new market for its upper respiratory products with a back-to-college push at Walmart.
At Walmart, the air care category as a whole had been lacking inspiration. For shoppers, it had become a quick-fix aisle – like buying light bulbs – a trip made only when an immediate need for odor relief was needed, and Walmart was seeing a lag in sales.
Apple has acquired location-based mobile app Shazam. The music app gives users the ability to identify the artists and songs playing near them. Apple says the app has more than 1 billion downloads, and the company will now offer Shazam ad-free.
Johnson & Johnson's Aveeno joined with Coca-Cola Co.'s Smartwater to deploy a "hydrate + glow" campaign at Walgreens that promises 5,000 Balance Rewards points with purchase of $20 in products from the two brands.