JOHNSON'S(R) Launches 'Thanks, Mom' Campaign To Celebrate the Beijing 2008 Olympic Games and Moms Worldwide

JOHNSON'S(R) Launches 'Thanks, Mom' Campaign To Celebrate the Beijing 2008 Olympic Games and Moms Worldwide

Olympians Worldwide Attribute Their Success to Moms in Ad Campaign; Video Footage Provides Rare Glimpse into Olympians' Personal Lives

SKILLMAN, N.J., July 29 /PRNewswire/ -- JOHNSON'S(R), the leading baby skin care company, today launched a new comprehensive marketing campaign, "Thanks, Mom," as part of Johnson & Johnson's company-wide Beijing 2008 Olympic Games sponsorship.

"Thanks, Mom" builds on a national television advertising campaign that showcases 2008 U.S. Olympians, including Shalane Flanagan (track & field), Sarah Haskins (triathlon) and Cullen Jones (swimming), among others, thanking their moms on a global stage for the profound role that each had in helping them achieve their Olympic dream. Each spot celebrates the special relationship the athletes have with their mothers, providing viewers with an unscripted peek into a personal side of their lives that they rarely witness. Personal archival home video footage and photographs further bring the stories to life, and make clear that though each story is unique, the sentiment is universal.

The "Thanks, Mom" digital campaign at www.baby.com/thanksmom includes extended clips of Olympic athletes as well as an Olympic-themed animated cartoon featuring the voice of Emmy Award-winner, Mariska Hargitay (Law & Order, SVU), and a cameo appearance by Janet Evans, five-time Olympic gold medalist in swimming; both stars are new mothers.

"Behind every Olympic champion is a mom, and JOHNSON'S(R) is proud to thank moms for the love and care they've provided to help their children achieve their goals," said Fred Tewell, Group Product Director of JOHNSON'S(R). "It's truly inspiring to follow these Olympic athletes to Beijing and beyond."

About the Television Campaign

Starting July 21 and continuing through the Beijing 2008 Olympic Games, 15- and 30-second "Thanks, Mom" spots will air via cable and national television, with additional spots running online. Athletes featured include:

-- Shalane Flanagan, Track & Field

In her first race as a young girl, Olympic runner Shalane Flanagan recalls her mom at the finish line with her arms wide open, waiting for a hug. Shalane is now one of the best female distance runners in American history and holds the American record in the 3,000m, 5,000m, and 10,000m distances. An emotional Shalane "Thanks, Mom" for the hug that first race day and for teaching her how to walk, run and smile, even after the bad races.

-- Sarah Haskins, Triathlon

Sarah Haskins would not have had the energy to participate in her daily 4:30 a.m. workouts if it wasn't for her mom's peanut butter and banana sandwiches that went with them. Sarah, competing in her first Olympic Games, "Thanks, Mom" for fueling her every day with the motivation she needed to become a 2008 Olympian.

-- Cullen Jones, Swimming

From a little boy in his bathtub to an Olympic swimmer, Cullen Jones was always his mom's "water baby," and his mom was always his "No. 1 cheerleader." He is the first African-American to hold or share a world record (4x100 meter freestyle relay) in swimming. At the end of his races, Cullen's mom is always cheering the loudest, and for that he would like to say, "Thanks, Mom."

-- Richard Lambourne, Volleyball

Volleyball player Richard Lambourne's mom has always been right there for him no matter what, win or lose. He could not have achieved his dreams and goals without her as his anchor all these years. He wishes the next time the crowd cheers for him that he could shine a spotlight on his mom to say, "Thanks, Mom," for all her support and care that helped him become a 2008 Olympic athlete.

-- Ogonna Nnamani, Volleyball

For Ogonna Nnamani, her mom is a true example of how to live. Her mom came to the United States from Nigeria to make a new life for her family. As a result of her mom's example, Ogonna has learned not to give up when things get tough, especially with volleyball. For that and much more, she "Thanks, Mom."

-- Jarrod Shoemaker, Triathlon

Jarrod Shoemaker's mom taught him how to ride his bike, swim and, most importantly, love. It's only natural Jarrod's mom also taught him the best way to compete in the triathlon at the Beijing 2008 Olympic Games: approaching it by simply putting "one foot in front of the other." For teaching him so many of life's lessons, Jarrod says, "Thanks, Mom."

About the Digital Campaign

Beyond the "Thanks, Mom" Olympic athlete spots, consumers can also view an Olympic-themed animated short cartoon titled "Baby Championships" at www.baby.com/thanksmom. The animated short is set within a sports complex where an ambitious baby, played by Hargitay, is gearing up for the walking competition at the Baby Championships. The baby is inspired to see Janet Evans and her own baby at the Baby Championships as well. Throughout the short, parents provide their babies with the confidence and courage to compete to the best of their ability. "Baby Championships" is the fourth animation in a series of video cartoon shorts released this year by JOHNSON'S(R) BABY LOTION that focus on the mother/child bonding experience and how that emotional tie is facilitated with a mother's loving touch.

About JOHNSON'S(R)

JOHNSON'S(R), a brand of the Johnson & Johnson Consumer Products Company, division of Johnson & Johnson Consumer Companies, Inc., has a long tradition of providing effective, gentle, mild and clinically-proven baby products formulated especially for babies. The most trusted name in baby care, JOHNSON'S(R) is rooted in science and has a 115-year leadership in the industry; every product undergoes rigorous clinical testing to ensure it meets the highest standards. JOHNSON'S(R) takes pride in continuing to create and supply parents and healthcare professionals with the best essentials and innovations in baby care. For more information about the JOHNSON'S(R) brand and its product offerings, visit www.johnsonsbaby.com.

First Call Analyst:
FCMN Contact:

Source: JOHNSON'S(R)

CONTACT: Lori Dolginoff of JOHNSON'S(R), +1-646-662-6513, or
LDolgino@cpcus.jnj.com; or Edwige Buteau of RF Binder Partners,
+1-212-994-7517, or Edwige.Buteau@rfbinder.com; or Lindsay DeWall of U.S.
Olympic Committee, +1-719-866-4566, or Lindsay.Dewall@usoc.org

Web site: http://www.johnsonsbaby.com/
http://www.baby.com/thanksmom

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Profile: International Entertainment