The campaign introduces the strapline “For all you love” and aims to reflect that the J&J brand is “synonymous” with caring and the company and its products are dedicated to helping people care for their loved ones.
Black and white ads focus on the relationships between families. J&J product brands such as baby shampoo and Band-Aid’s also feature subtly in the ads.
The company has also set out a “manifesto” outlining what love means to J&J. It states: “Love is the most powerful thing on the planet … For all the things in your life that make life worth living.”
A spokesperson for the brand says the brand campaign has been developed to “remind people of the positive impact of caring”.
TV ads, created by TBWA Worldwide, will break in the US on 6 May. Forbes is reporting J&J will invest between $20m and $30m in the long-term campaign.
J&J is the latest FMCG company to turn its attention to corporate branding. Procter & Gamble used the London 2012 Olympic Games sponsorship to launch its first global cross brand corporate campaign to raise awareness of the P&G parent brand.
Unilever has also increased the visibility of its corporate brand on all product brand campaigns and is expected to launch a corporate brand campaign this year.
J&J also has an ongoing campaign to recruit nurses and support the industry in the US.