Johnson & Johnson Turns Fungus Into Pure Gold

BEIJING (AdAgeChina.com) -- Every Olympic Games sponsors are using their massive pavilions on the Olympic Green to integrate their companies and brands into Chinese culture and history. Thanks to athlete's foot, Johnson & Johnson is forging one of the strongest connections. For years, Johnson & Johnson has partnered with the China Qin Shi Huang Terracotta Army Museum in Xi'an to use its expertise with anti-fungal creams to help preserve the remarkable life-size Terracotta Warriors and Horses, which are more than 2,000 years old. "We've been activating our Olympic marketing program for the past two years," said Brian Perkins, J&J's VP, corporate affairs, based in the company's global headquarters in New Brunswick, New Jersey. "For most of our brands and operating companies, the centerpiece of communication in China is a phrase that unfortunately doesn't translate well into English, 'Because we care, we act.' The premise is that life is more meaningful when you care for others. All brands have utilized this message in their promotional materials and now it has come alive during the games."

Johnson & Johnson Turns Fungus Into Pure Gold

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