J&J Offers 'Healthy Essentials' for a New Year

Johnson & Johnson tapped in to the buzz surrounding New Year’s resolutions by activating its longstanding “Healthy Essentials” platform to run an event in the Jan. 8 issue of News America Marketing’s SmartSource program.The multi-page FSI event's front page invited shoppers to “set healthy goals for you and your family,” promising savings worth over $90 on 14 qualifying brands through $32.25 in print coupons contained within the event (depending on the market) and $62.75 in online deals at healthyessentials.com.The front page also promoted a sweepstakes awarding $1,000 towards a home gym or gym membership and an instant-win component doling out 425 prizes including fitness wristbands and Nike gift cards. Consumers enter from Jan. 1 through March 31 on healthyessentials.com, and entrants can earn bonus entries by sharing the promotion via email or Twitter. HelloWorld, Southfield, MI, administers.Within the event, multiple FSIs continued the resolutions theme: Aveeno, Lubriderm and RoC were grouped for a "beautiful new routine," Motrin and Bengay touted a "healthy new start," Neutrogena and Clean & Clear promised "a beautiful new beginning," and Johnson's and Desitin invited consumers to "cuddle a little more this year" in an FSI that also included Mylicon.In an nod to cold and flu season, the event also had representation from Tylenol, Motrin and Sudafed in a half-page FSI promising “comfort and care for the family.”Additionally, a full-page FSI promoted the upcoming launch of Tylenol extra-strength, rapid-release gel capsules and invited users of the Shazam mobile application to watch a promotional video and enter a sweeps awarding $10,000. (The brand also deployed scannable displays, shelf talkers and floor clings at retail.) The sweeps runs Jan. 1 to May 30. Consumers can also enter by watching the video on tylenolsweepstakes.com. Participants also are entered into a corresponding instant-win game that awards 1,164 prizes including $100 Nike and Fandango digital gift codes. Entrants can earn bonus entries by sharing the promotion via email, Twitter or Facebook. HelloWorld, Southfield, MI, administers.See Related Updates below for concurrent retailer programs.

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