RACINE, Wis., October 19, 2015 – As a private, family-led company, SC Johnson works hard to hold itself to a higher standard. Today, the company launched the next generation of its iconic “A Family Company” advertising, which aims to demonstrate this commitment and show that as a family company, SC Johnson cares as only a family company can.
“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,” said Fisk Johnson, Chairman and CEO, SC Johnson. “We care more, and we work hard to make sure our products are high quality, safe and healthy for the families who use them. We believe this ad campaign not only speaks to these values, but to the aspirations we share with families around the world.”
As an integrated marketing campaign across television, digital and retail intended to celebrate the value family brings to people everywhere, this new campaign grew out of what SC Johnson knew to be consumers’ built-in trust of family-owned companies. In fact, when the company launched the first “A Family Company” in 2001, research showed that 80 percent of people believed family companies made products they could trust.
This new campaign is a reminder to them that SC Johnson does not take families’ trust for granted, but rather that it intends to earn their trust every day.
Building Trust By Earning It
The new campaign’s first ad, “Great Expectations,” which debuts tonight on NBC’s “The Voice” and ABC’s “Dancing with the Stars,” speaks to diverse families in various stages to establish the shared value of doing what’s right for future generations. A Spanish-language version will launch later this month through a partnership with Univision and its popular music-based reality entertainment competition, “La Banda.”
The campaign continues this fall with a spot that leads into the Thanksgiving holiday titled “Through the Years,” which conveys SC Johnson’s gratitude to its consumers for making its products part of their families over the generations.
The “Great Expectations” and “Through the Years” television ads – which were created in partnership with Energy BBDO – can be found on YouTube here.
In addition to advertising, beginning November 1, SC Johnson will bring the campaign to life with consumer engagements designed to surprise and delight families during the holiday season. SC Johnson’s social channels, Facebook and Twitter, will also be integral consumer touch points for sharing family stories, communicating the company’s values and promoting activities that celebrate families this holiday season.
About SC Johnson
SC Johnson is a family company dedicated to innovative, high-quality products, excellence in the workplace and a long-term commitment to the environment and the communities in which it operates. Based in the USA, the company is one of the world's leading manufacturers of household cleaning products and products for home storage, air care, pest control and shoe care, as well as professional products. It markets such well-known brands as GLADE®, KIWI®, OFF!®, PLEDGE®, RAID®, SCRUBBING BUBBLES®, SHOUT®, WINDEX® and ZIPLOC® in the U.S. and beyond, with brands marketed outside the U.S. including AUTAN®, TANA®, BAMA®, BAYGON®, BRISE®, KABIKILLER®, KLEAR®, MR MUSCLE® and RIDSECT®. The 129-year-old company, which generates $10 billion in sales, employs approximately 13,000 people globally and sells products in virtually every country around the world. www.scjohnson.com