O.B. apologizes to loyal consumers with personalized vid
Johnson & Johnson Canada has created an online music video to deliver a message of apology to consumers upset about the discontinuation of its O.B. Ultra tampon product.
The video, created by Toronto agency Lowe Roche in association with Keen Music, Voice and Sound Design, is accessible online at OBTampons.ca/apology. Visitors to the site are asked to enter their first name in a blank field to activate the video, which depicts a male singer belting out an apologetic power ballad. The song’s lyrics and certain visual cues, such as the singer’s tattoos, are customized to include the name of the particular consumer.
At the end of the video, visitors are offered a $2 coupon that can be applied to the purchase of any O.B. tampon product until Dec. 20.
The customized musical apology and coupon offer comes on the heels of consumer protest over Johnson & Johnson’s discontinuation of the O.B. Ultra tampon. The Ultra name referred not to a distinct brand, but rather the absorbency level of a specific product in the O.B. tampon line.
Shelley Kohut, director of communications and public relations at Johnson & Johnson Canada, said consumers in Canada and the U.S. had voiced their displeasure at being unable to buy O.B. Ultra tampons since the product was discontinued late last year. That displeasure has come in the form of phone calls to the company’s customer service department as well as online petitions.
Kohut said that, while Johnson & Johnson has not yet returned O.B. Ultra to store shelves, the Canadian arm of the company wanted to let consumers know that their complaints had been heard.
“When (O.B. Ultra) wasn’t available, they certainly did let us know that that was something they were counting on and needed from us,” said Kohut.
“Given the nature of the product and the high degree of loyalty to the product, we really wanted to take the opportunity to let our consumers know that we truly are sorry that we put them through that frustration.”
Kohut said Johnson & Johnson is currently working out a timeline for restarting production and distribution of O.B. Ultra products.
