Johnson & Johnson's Partnership of the 2014 FIFA World Cup™
In late 2010, Johnson and Johnson contacted 21 looking for the next “big idea.” Having successfully leveraged their Olympic engagement, and then deciding not to renew, Johnson & Johnson realized the unifying potential of a global property. They wanted a property that could enhance the perception of the Signature Johnson & Johnson Brand and something that could drive sales across their three main business units.
21 went to work immediately with a deep dive on the Johnson & Johnson Brand, its business sectors and various companies. Once completed, 21 conducted a search across national and global properties. Thinking way outside the box, 21 looked at numerous opportunities that were health-care related and could resonate through all the Johnson & Johnson brands. From hospital ships to the Nobel prizes to FIFA to CARE and beyond, 21 analyzed and assessed all relevant opportunities and came back with a recommendation on the final three and ultimately with a final, single one.
While 21 was finalizing the recommendation, Johnson & Johnson's senior management came back with renewed interest in FIFA. Immediately, 21, with our deep connections at the highest levels of FIFA, downloaded the opportunity to both teams, and within three weeks had arranged a meeting for senior officials on both sides. 21 led the negotiating process and the rest is history...Johnson & Johnson signed on as a global sponsor of the 2014 FIFA World Cup™ in Brazil.
21 then counseled Johnson & Johnson on the ins and outs of football at the international level and consulted on the structure and development of the Johnson & Johnson/FIFA team. 21 provided the initial strategies for the company in relation to the property, including roles and responsibilities for the project team, the approvals process, marks use, messaging and positioning, announcements, promotional concepts, key sponsor to sponsor introductions, and relationship management to FIFA. A great success story from inception to activation.