J&J matches Stelara’s ‘Bold’ message to the Olympic spirit in TV media buy during Tokyo games – FiercePharma

Johnson & Johnsons Bold Stelara campaign found a new audience during the televised Olympics. Its strategy? Match athleticperseverance withits message of strength forpeople living with Crohns disease and ulcerative colitis.

The ad buy served as a two-for-one for J&Js Janssennot only does the Stelara message mirrorthe spiritof the Games, but the adalso foundthe Stelara target audience inthe demographics of Olympic TV viewers.

The stories of perseverance related to the Games couldnt be more timely and aligned with how we want to empower patients to take control their disease, so it was a great opportunity, Anthony Fernandez, VP of marketing for immunology at Janssen, said.

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While the commercial initially made its debutlast summer, the real daily moments in the TV adwhere people turn to the camera and push back on lurking symptoms, saying Back off, UC or Not now, Crohnsstill resonate with real patients, he said.

The work is built on the patient insight that inflammatory bowel disease is a constant presence that is ready to ambush at any time. Fernandez said, adding good campaigns are built off of powerful insights.Janssen intends to continue to leverage that pushing back and taking control theme to reach both Crohns and UC patients and healthcare providers, he said.

The IL-12 and IL-23 inhibitor was first approved in 2009 to treat psoriasis, addeda Crohns disease indication in 2016 and more recently won approval in ulcerative colitis in late 2019.

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Despite Stelaras age, Janssen is incredibly enthusiastic about the future of Stelara. Were continuing to invest in new clinical outcomes for Stelara even though its a little bit further on, Fernandez said.

Last month at the European Crohns and Colitis Organization Congress, for instance,Janssen reported three-year data for ulcerative colitis showing the long-term staying power of the drug.

J&J's Stelara sales topped$4.4 billion for the first six months of 2021, a 26% increase year over year. It reported an overall 17% gain in immunology driven in part by Stelara, noting its U.S. share gains of roughly 4 points in Crohn's disease and nearly 8 points in ulcerative colitis.

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J&J matches Stelara's 'Bold' message to the Olympic spirit in TV media buy during Tokyo games - FiercePharma