National Activation Planning
The Johnson & Johnson Oral Care category of brands required a comprehensive activation plan to defend its leadership position from aggressive competitive efforts. In addition, the company needed to integrate its newly acquired Rembrandt tooth whitening lines into the portfolio.
Create a year-round integrated multi-channel plan that would expand the J&J category leadership position. The solution was a blend of in-store, in-home and online media support featuring strong consumer incentives that encouraged “pantry loading”. Aggressive in-store account specific integration was also utilized.
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