Faced with feedback from over 26,000 mothers and fathers worldwide, the venerable J&J learned that its science-first approach to combatting (in its view) mistaken claims regarding dyes and fragrances was not working. Instead of doubling down, the company decided it was time to face the reality head on. Yes, their scientists might be able to demonstrate statistically insignificant harm, but that’s not how people think about their children. The rebrand focuses on the human element of the brand, reformulating and repackaging where necessary. Who said big companies weren’t responsive and innovative?
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Photo credit: MarketingWeek
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