99544 JOHNSON & JOHNSON MEDICAL PRODUCTS CO. 1927 DRUG STORE SALES FILM (SILENT MOVIE)

‘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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