Johnson & Johnson's Clean & Clear Advertising Transformation: Adapting US Campaign Strategy for the UK Teen Market
Overview
This case study examines how Johnson & Johnson adapted its Clean & Clear advertising campaign for the UK market after the original 'Girls Talking' campaign failed to resonate with British teenagers. The analysis focuses on youth advertising strategies, brand placement, and the modifications required to successfully penetrate the UK skincare market for teenage girls.
What this case study covers
- Introduction and brand history - background on Clean & Clear's US launch and 1992 UK market entry
- About Clean & Clear - brand development, target demographics, and campaign objectives
- Youth and advertising - theoretical framework on youth marketing, media placement vehicles, and the original 'Girls Talking' campaign design
- Failure to meet intended objectives - analysis of why the US campaign underperformed in the UK market
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How Johnson & Johnson Transformed the Clean & Clear Advertisement Campaign to Win the UK Market
Introduction
Clean & Clear is a brand of personal care products owned by Johnson & Johnson. After a successful launch in the US, the brand introduced its products in the UK market in 1992. Clean and Clear was targeted at the female teenage consumer. It included treatment products to help clear spots and preventative products for this skin condition. J&J intended to make this brand a world leader in female teen skincare. Between 1993 and 1996, the company adopted the famous 'Girls Taking' advert in the United Kingdom. Developed in the US, where it proved successful, the advertisement lacked impact among British teenagers. This case study analyzes how Johnson & Johnson transformed the media content in the Clean & Clear advertising campaign, giving it a positive effect on the UK market. The paper primarily focuses on youth and advertising with the concept of brand placement.
About Clean & Clear
The brand was started by Revlon in 1956, introducing different personal care products in America. J&J acquired this brand in 1991 and rejuvenated the original line (Timeline of Our Story, n.d.). In the early 1990s, the American skincare company discovered that its expertise in babies' skin could provide eminence for other skin products. As such, they developed several sub-brands targeted at different consumers. By the time Clean and Clear products were introduced into the British market, the brand was not well-known.