‘Winning Their Confidence” is a silent film presented by Johnson & Johnson (:11). Its focus is on J & J’s advertisement campaign in 1927 to 1930. Johnson & Johnson was building a strong customer following through radio and magazine ads and this film appears to be a promotion for drug stores to carry their products and why they should. Apothecaries had evolved into drug stores and the window display was a modern installment to draw customers in; the one pictured includes a tin of Vic’s Vapor Rub (:57). Shots of inside a drug store follow (1:21) and a close up is given of the Johnson & Johnson products bearing the red cross as its familiarity built in customer’s trust in the product (1:50). Another reason the film boasts ‘druggists’ should have their products in store is due to the slew of advertisements of Johnson & Johnson products in magazines like ‘The Parents Magazine’, ‘McCalls’, and ‘Ladies Home and Journal’ (2:24). Footage of the Yale Bowl follows (2:57) as advertisement was also done at events to build customer trust. Radio listeners also heard of Johnson & Johnson as their advertisements were aired and footage of radio broadcasters for NBC follows (3:23). Hospitals such as the Medical Center in New York City (5:24) used their products and dentists and doctors recommended them (5:56) which again added to their reliability. The idea that a mother’s use of Johnson & Johnson would ensure the child’s likeliness of becoming a future buyer as well is presented (6:41). A demonstration plays out in which a woman goes to the drug store and is sold an unfamiliar brand (8:13). She discovers this and is dismayed when she returns home and upon going to the same drug store again, decides to leave and go to a different one implying the store’s selling of J & J products will earn them repeat customers (8:59). Another demonstration of the opposite follows where a man presents his ‘druggist’ with his shopping list and having faith in the store owner and the brand of Johnson & Johnson, he relaxes and wanders around the shop for other items increasing the store owner’s profit (9:43). Charts depicting the number of advertisements the company had run from 1927 to 1930 (11:03) pointing out that in 1930 they had put out 600 million ads. A montage of the film’s events bring it to conclusion (12:07) with the Johnson and Johnson logo (12:36).

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This film is part of the Periscope Film LLC archive, one of the largest historic military, transportation, and aviation stock footage collections in the USA. Entirely film backed, this material is available for licensing in 24p HD, 2k and 4k. For more information visit http://www.PeriscopeFilm.com

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