Lilith Fair Integration

What if instead of writing a jingle-based TV campaign for women, we became an integral part of a concert tour that celebrates women?

Johnson & Johnson turned to Fathom to develop a new, innovative, sampling-based campaign for their o.b.^®, Stayfree^® and Carefree^® brands. Fathom’s solution was an integrated partnership with the 2010 Lilith Fair concert tour, which also became a unifying and differentiating platform for all three brands at retail through a custom-published magazine sold nationally at Walmart stores.