A multi-pronged initiative, the campaign includes executions across TV, digital, retail, and social engagement efforts for the personal touch
Homecare heavyweight, SC Johnson, has unveiled the latest installation of its ‘A Family Company’ advertising push which aims to demonstrate the essence of the brand and show that as a family-owned business, the marque cares for its consumers in a way only a family company can.
As an integrated marketing campaign slated to run across television, digital, and retail, it intends to celebrate the value ‘family’ brings to people. The aforementioned initiative is based on insights which zoom in on the built-in trust consumers have come to develop in family-owned brands.
When the business launched the first ‘A Family Company’ effort in 2001, research showed that 80 percent of respondents believed that family companies made products they could trust. The 2015 execution is expected to serve as a reminder that SC Johnson does not take the confidence families place in its name for granted.
“Being a family company means we don’t need to worry about the expectations of Wall Street. We have the freedom to do the right thing for the long term. We care more and we work hard to make sure our products are high quality, safe, and healthy for the families who use them,” said Fisk Johnson, Chairman and CEO of SC Johnson.
The campaign’s first advertisement, a commercial dubbed, Great Expectations, is set to debut across NBC’s The Voice as well as ABC’s Dancing with the Stars on 19 October 2015. The TVC aims to speak to diverse families in various stages to establish the shared value of doing what is right for future generations.
A Spanish-language version will launch later in October through a partnership with Univision and its music-based reality entertainment competition, La Banda. The exercise continues into fall with a Thanksgiving timed spot titled, Through the Years, which convey the brand’s gratitude for making its products the preferred choice for generations.
Both television ads were created in collaboration with Energy BBDO. Beginning 1 November 2015, SC Johnson will add consumer engagement efforts to the mix to surprise families during the holiday season. Its social media channels such as Facebook and Twitter will be integral consumer touch points in line with the above.