Johnson & Johnson is set to increase its adspend in Germany on the various brands affected by its recent decision to merge its national pharmacy and retail sales operations.

Due to benefit are the Penaten baby-care range, o.b. tampons and Carefree protection shields – all of which will become available in German pharmacies for the first time – as well as handcream Neutrogena, set for its debut in non-pharmacy retail stores. The latter has failed to replicate the high profile it enjoys in the US, UK and France, where distribution has not been so limited.

Backing the brands’ wider distribution will be a television, cinema and print ad campaign and an event marketing push, which are set to raise J&J’s German adspend beyond last year’s total of $28 million.

Rubbing their hands in glee at the prospective billings bonanza are J&J’s agencies – Lowe Lintas & Partners in Hamburg, which handles o.b. and Carefree; Change Communications in Hamburg, a Lowe Lintas unit servicing the Penaten account; and Heye & Partner in Munich, owned by DDB Worldwide and responsible for Neutrogena.

News source: Advertising Age - International Daily