Johnson & Johnson is inviting women to endlessly celebrate the return of O.B. Ultra tampons with new personalized online videos.
The campaign from Lowe Roche is a follow-up to “Personal Apology,” an award-winning online campaign that launched in December 2011 after brand loyalists expressed frustration about Ultra’s discontinuation in 2010.
At EndlessCelebration.com, users can type in their name and watch videos, many of which are personalized and interactive. For example, viewers can peel back a hair-removal strip on a man’s hairy chest to reveal their name or control the wave at a packed stadium.
The new website contains 50 celebration videos that can be shared and replayed, as well as a $1 off coupon for Canadian and U.S. residents.
“Personal Apology” featured an attractive young man performing an apologetic power ballad. Viewers could enter their name and watch the crooner as he sang their name within the lyrics. Names were also integrated in the video on sheet music, outlined in rose petals and tattooed on the singer’s arm. It quickly went viral and garnered much media attention and won numerous awards for Lowe Roche, including a Bronze Lion in PR at Cannes this year.
As with the “Personal Apology” campaign, email blasts were sent to O.B. consumers to let them know about EndlessCelebration.com.
“We certainly understood from the ‘Apology’ campaign that the personalization was very appreciated,” said Shelley Kohut, director of communications at Johnson & Johnson. “We hope [Endless Celebration] is appreciated in the same way and shared in the same way. It’s quite unique, so we’re hoping that it catches on.”
