Origami Storks.

by

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.

Johnson & Johnson’s origami birds represent the company’s new promise to consumers.

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?

-R

 

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