Disney and J&J in online tie-up

20 March 2009

LANGHORNE, Pennsylvania: Johnson & Johnson and The Walt Disney Company are teaming up to launch an online soap opera for teenage girls, called Celia and Chloe, that will run in seven countries in Europe and Africa.

The branded soap opera will feature ten "webisdoes", which will each be of three minutes in length, and will jointly promote Johnson & Johnson's Clean & Clear and Disney's film Hannah Montana

Countries where Celia and Chloe will be shown include Greece, Hungary, Portugal, Russia, South Africa and the UK.

Websites like YouTube and Bebo will be used to promote the initiative in the UK, alongside a print, online and TV communications campaign.

Alyson Lockley, Clean & Clear franchise director in Europe, the Middle East and Africa, says that the company's "audiences, particularly for Clean & Clear, are young and very well-versed in communicating with brands and each other online."

As such, she predicts the new online show will offer a new way of "reaching our target audience in an engaging, efficient and measurable way."

Data sourced from AdAge.com; additional content by WARC staff