J&J women's hygiene products o.b. tampons and Carefree protection shields, plus baby-care range Penaten, will make their debut in pharmacies. Meanwhile, hand cream Neutrogena will appear for the first time in non-pharmacy retail outlets. This integration is an advantage for consumers as products are usually cheaper in the non-pharmacy stores.
In addition to being more widely distributed, these brands will be backed by TV and cinema commercials, print ads and event marketing. Last year, J&J spent $28 million in Germany.
The company claims to be market leader in the tampon market with its Carefree protection shields. It also says its baby-care brands Penaten (baby oil, wipes etc.) and Bebe lead that sector.
J&J has high hopes for Neutrogena, which has been sold in German pharmacies since 1986. Although the brand has established itself well in Germany, it has not achieved the profile it has in the U.K., the U.S. and France, where it is sold in both pharmacies and other retail outlets.
The agencies that stand to profit from J&J's adspend boost are: Interpublic Group of Cos.' Lowe Lintas & Partners, Hamburg (o.b. and Carefree); Lowe Lintas' subsidiary Change Communications, Frankfurt (Penaten), and Omnicom Group's DDB Worldwide-owned Heye & Partner Munich (Neutrogena). -- Dagmar Mussey
Copyright June 2001, Crain Communications Inc.