Johnson & Johnson wants millennial moms- and all parents- to know the company promises to remove controversial ingredients from its products.
To be shared primarily through social media, the message first took flight in Johnson & Johnson’s “Our Promise” video. In the video, the company responds to consumer concern by showing company employees writing their promises on small pieces of paper to be folded into origami storks. A Japanese legend holding that origami birds signify “a hope granted and a promise fulfilled” is what inspired the approach.
As part of the campaign, expect the release of more than 40 videos featuring educational messaging as well as humorous content.
Johnson & Johnson’s storks carry a message. The question is, will the target market receive it?