JOHNSON & JOHNSON BEGINS O.B. CAMPAIGN
By Adnews Staff
Montreal-based Marketel has created its first promotional campaign for Johnson & Johnson's o.b. tampons. Marketel became agency of record for the o.b. and Carefree brands in June. The campaign, called "g.o. g.o. to New York," will run until Nov. 30 at Canadian college and university campuses. Posters direct consumers to a contest Web site at <http://www.obsimple.ca>. The posters show a pillow in the shape of an apple. According to the agency, the creative is intended to represent comfort and to link to the contest concept. The posters also display the letters "o.b.," rotated to form the phrase "g.o. g.o." in the title of the campaign. The campus posters are being supported with product samples distributed in female dormitories. Match Marketing Group of Toronto is handling the campus activities. The campaign also includes sponsorship of the MTV Campus Invasion Canadian Tour, during which bands visit university towns.