JOHNSON & JOHNSON USES PRODUCT PLACEMENT FOR REACH 400 MAX
By Adnews Staff
Johnson & Johnson Canada has begun using virtual product placement to promote its Reach 400 Max toothbrush. Since Feb. 3 the toothbrush has been featured in the television series "Bob and Margaret," an animated sitcom about a dentist and his podiatrist wife. Five- to 10-second placements for the toothbrush appear in each episode of the show. The effort will run until March 16. The product is also being promoted with a five-second tag added to a 30-second commercial for "Bob and Margaret" and with a 10-second closed captioning announcement, according to Wahjudi Harsono, product director of oral care for Johnson & Johnson Canada. Over the past year, Johnson & Johnson has also promoted the toothbrush with television advertising from MacLaren McCann of Toronto. Public relations for the brand are handled by APEX Public Relations of Toronto.