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SBD/June 5, 2014/Marketing and Sponsorship
World Cup Flush With Blue-Chip Companies As Event's Advertising Reaches Super Bowl Status
Published June 5, 2014
J&J's DIFFERENT WAY: AD AGE's Michael McCarthy noted Johnson & Johnson, the official health-care sponsor of the World Cup, is "kicking off its U.S. marketing effort for the games by hardly mentioning" the soccer players or Brazil itself. It is instead "breaking an online video ... called 'Once Upon a Care' that asks Mom and Dad if they are doing enough to inspire their children to care about others." One of the "few references to World Cup on the website is a small, green and yellow FIFA World Cup Brazil logo with a line noting that J&J is official health-care sponsor." While J&J "is low-keying its World Cup connection in the U.S., it will be far more upfront on the global stage in Brazil." For example, J&J's medical team "is working with FIFA to standardize the medical bag that team doctors will use to treat players injured on the pitch" (ADAGE.com, 6/4).