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Johnson & Johnson - Gyno Daktarin

Issue 23 | June 2012

Background

Gyno Dakarin was a product that prevented vaginitis. And for over a decade, J&J had been selling it on its functional merits in China, as the subject had seldom been openly spoken about. But sensing societal changes, J&J wanted to reach their young female target on a more emotional level.

The objective, then, was to try to speak to the target in a completely new way.

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