Award Winners: Catching Up with Johnson & Johnson

June 9, 2016

By Janine Martella, director of committees and conferences at ANA

Since 2001, the ANA has made it an annual tradition to honor marketers and agencies that produce outstanding multicultural advertising campaigns with the ANA Multicultural Excellence Awards. Each year we hear that the quality of the advertising gets better and better! A true testament to the work that goes into creating extraordinary, and quite often, emotional ads that make a brand memorable. One of the most effective ads I’ve seen is “#HowWeFamily” by Johnson & Johnson — the 2015 Grand Prize Winner of the Total Market category! I recently caught up with Vivian Nasamu-Odior (pictured), brand manager of communications OTC Pain Brands at Johnson & Johnson, who worked on this wonderful representation of Total Market to find out what the impact of winning the award has had on J&J. Here’s what she said:

Describe how winning an ANA Multicultural Excellence Award has positively affected your company’s performance and the way your company is perceived by customers.

Winning the ANA Multicultural Excellence Award with #HowWeFamily for TYLENOL® has really helped cement our confidence that we should always lean in to who the consumer truly is and not what we imagine they aspire to be. We had an insight about families embracing what makes them uniquely them while celebrating the values all families share and it was by leveraging this insight we were able to deliver on a Total Market approach in a successful manner. ANA acknowledging the campaign and honoring us with an award opened up the door for us to spread our wings even further and live in this space with even greater passion and enthusiasm. The acknowledgement also helped us show up as thought leaders in this space, paving the way and opening up the dialogue for how companies can really win with multicultural consumers.

Describe the positive impact winning an ANA Multicultural Excellence Award has had on your company.

This multi-faceted campaign and our win with the ANA has put J&J at the forefront of the industry, driving dialogue on how marketers and companies can approach today's very diverse and dynamic household in a way that is both inclusive and authentic. We had the opportunity to talk to industry leaders about how to effectively execute a total market approach that takes a universally appealing insight and makes it relevant to all types of people in a very targeted and personal way. By sharing both the content and the intricate structure of the program, we helped zero in on what elements could be motivating such positive responses from our consumers.

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