J&J needed to combat share erosion to private label. It did so by linking multiple products together in a “build your own” first aid kit, while developing a thematic platform encouraging active family play. CRN created a radio campaign to support it.

  • DJ stories endorsing the products
  • Programs on local places and ways to play
  • Family “play kit” sweepstakes

 

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RESULTS
Contributed to an 11% quarterly YOY increase in U.S. sales for participating J&J consumer franchises