O.B (Johnson & Johnson) – No Borders

John & Johnson's Greek tampon brand o.b. wanted to speak to its audience in a modern and creative way, and thus establish an emotional affinity with its 17-24 year old target audience.
  

O.B (Johnson & Johnson) – No Borders

Agency name: Lowe Athens Client name: Johnson & Johnson Category: Direct marketing Country: Greece

BACKGROUND

The o.b brand was facing one major challenge: to create a modern image for a personal hygiene product where most of the communication used reflected functional attributes.

For the first time such a product decided to break these boundaries and speak to its audience in a modern and creative way. The other two challenges were to find an indirect way to remove hygiene barriers and induce trials to non-users. The o.b as a...

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