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