o.b. Tampons: A Personal Apology (Just For You)

This Canadian case study describes a campaign in which Johnson & Johnson apologised to customers of its o.b.

o.b. Tampons: A Personal Apology (Just For You)

Lowe Roche Toronto

Advertiser: Johnson & JohnsonBrand: o.b. TamponsCountry: Canada

Objectives

In 2010, the Canadian tampon market was in something of a 'steady state'. Following a successful repositioning in 2007, Johnson and Johnson Inc.'s o.b.® brand was a solid #4 player in the category with a base of very loyal users. Then, a North American distribution problem presented a significant challenge for the brand in Canada. Starting in July 2010, o.b.® tampons started to disappear from store shelves and by October 2010 were very difficult to find...

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