Add Aveeno to the growing list of Johnson & Johnson brands that Roberts + Langer DDB handles.
The shop, a relatively small player that landed two other J&J assignments in a global reshuffling of the company’s creative business last year, now works on five J&J brands: Neutrogena, Lubriderm, K-Y, Rembrandt and Aveeno, CEO Stone Roberts confirmed. Collectively, those brands spent more than $230 million in media last year, according to Nielsen.
Aveeno, whose 2012 media spending exceeded $86 million, came quietly without a review, according to sources. The previous lead agency was fellow Omnicom Group shop DDB in Chicago. J&J could not immediately be reached.
The new agency already has produced work on Aveeno: a 30-second TV ad featuring Jennifer Aniston that broke during February’s Academy Awards.
In the ad, Aniston rejects a series of offers from her agent to represent beauty brands, explaining that they either use too much fragrance or aren’t her style. Then, just as she applies Aveeno body lotion to her legs and arms, the agent calls again, saying, “You might like this one…Aveeno.”
“Aveeno,” she replies, with a smile. “Let me think about it.”