Johnson & Johnson also looks to launch ad campaigns that promote bigger purposes for brands, says Jorge Mesquita, global consumer business head, at the Barclay's conference on Sept. 5.

“We need to make sure that our advertising, our communication continues to convey how our products are superior to the competition in specific ways,” he said. However, each brand also must serve a “purpose” that J&J aims to define throughout its ads.

An example is smoking cessation brand Nicorette. J&J has promoted the brand in the UK with an ad called “One Breath” that won a silver award in 2016 in a health care advertising competition linked to the Cannes Film Festival. It featured an open-ocean free diver discussing the benefits of quitting smoking, which he did after father died from a smoking-related illness.

“This is something that we will embrace in every one of our brands and communicate our superiority but stand for something that is beyond just a category we convey something important for consumers,” Mesquita said.

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