GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  




J&J Partners With Disney to Create Online Teen Soap

Emma Hall
Advertising Age
March 18, 2009

LONDON—Johnson & Johnson has teamed up with Walt Disney Studios Motion Pictures to promote an online branded teen soap, “Celia and Chloe,” that will run in seven countries across Europe and Africa.

The 10 three-minute video diary “webisodes” promote J&J’s Clean & Clear, along with Disney’s “Hannah Montana the Movie.” They follow the adventures of two teenage best friends as they try to get a ticket to the European premier of the “Hannah Montana” movie.

Through an online competition, one viewer will win two tickets to join the characters at the London premiere on April 23, and will get to star in an episode of the soap.

Tech-savvy audience
Alyson Lockley, franchise director for Clean & Clear in Europe, the Middle East and Africa, said, “Our audiences—particularly for Clean & Clear—are young and very well-versed in communicating with brands and each other online. The webisodes are a powerful method of reaching our target audience in an engaging, efficient and measurable way.”

The soap episodes are being shown in the U.K., Russia, Greece, Portugal, Spain, Hungary and South Africa. They were created by production agency Coast for Aegis Media’s J&J team. Both J&J and Disney work with Aegis.

Ian James, worldwide director-integrated business for J Media Care at Aegis Media, said, “‘Celia and Chloe” is a fast and funny online teen soap. Teenage girls are savvy about advertising, and are hard to reach with traditional media. Online branded content enables us to target this group in a subtle and engaging way that would not be possible in a TV environment.”

“Celia and Chloe” will have a branded channel presence on leading local teen social sites, such as YouTube and Bebo in the U.K. An online, TV and print campaign is designed to drive teenage girls to view the soap.





Bookmark and Share


This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner



Website Designed & Maintained By: AfterFive by Design, Inc.
CCFC Logo And Fact Sheets By:

Copyright 2004 Commercial Free Childhood. All rights reserved