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flawsome: Johnson & Johnson

People tend to distrust people who show they are flawless and void of human emotions. Likewise with brands. Companies that embrace being human and admitting their flawsomeness have a better chance at connecting with their customers while earning their trust and loyalty. Here’s to a featured flawsome brand, Johnson & Johnson.

Flawsome Story

Johnson & Johnson’s reinstating the women’s tampon brand, o.b. Ultra. The company announced in 2010 it would discontinued the brand, which sparked a “girlcott” by outraged customers who launched the website to petition the company to reconsider. The site gained widespread support and in late 2011, Johnson & Johnson reinstated the brand with a clever “ENDLESS CELEBRATIONS” microsite dedicated to a series of goofy personal power and apology videos to their customers, coupled with a coupon.

Johnson & Johnson ob Ultra

The Girlcott Site

 

Endless Celebration Microstite

We used our warrior princess alter ego, Xena.

Endless Celebration Microstite

Personalized Apology

kitchy video

Showing your goofiness and saying you are sorry is flawsome.

Coupon

Coupons to entice returning customers.

This post is an adapted version of a more comprehensive trend briefing on the act of being flawsome.