Spicing up. One person at a time.

Every employee was acknowledged as bringing something vital ‘to the table.

Branding

Johnson & Johnson Middle East

Middle East

2009

SERVICES

Brand Standards

Employee Branding

In times of economic uncertainty, keeping employee morale high is essential. Johnson & Johnson Middle East's management team knew this all too well during the Great Recession. To show their commitment to their employees, they decided not to lay off a single person and instead provide support and resources to help them cope with the stress and anxiety of the times. The decision paid off, with employees feeling appreciated and valued.

But, how did they communicate this positive change effectively?

Challenge

The 2008 global financial crisis, also known as the Great Recession, severely affected the world economy. Companies worldwide were forced to make tough decisions, and employees often bore the brunt of the crisis. The management at Johnson & Johnson Middle East recognized the potential impact of the situation on employee morale, performance, and productivity. To mitigate the effects of the Recession, the company decided not to lay off a single employee and offered resources to help them manage stress, including mental health benefits, financial planning resources, and flexible work arrangements.

The management at Johnson & Johnson Middle East wanted to create an event that could drive open communication and signal the positive change the company was bringing. However, the new company mantra (that came to us from J&J New York), "Our caring transforms…one person at a time," was not well understood by most employees. That's where Punch came in to help.

Solution

Punch's task was to create a branding campaign to capture the essence of Johnson & Johnson Middle East's commitment to its employees.

The concept behind Punch's campaign for Johnson & Johnson Middle East was to emphasize the importance of every employee in the company, just as every ingredient plays a critical role in a dish. Just like a recipe can't be completed without its ingredients, a company can't function without its employees.

Each employee brings unique skills and expertise to the table, and their contributions are essential for the company's success. By highlighting the value of each employee through personalized spice bottles, the campaign aimed to create a sense of belonging and recognition, helping employees feel more invested in their work and the company's success.

We designed and installed a giant 'spice rack' graphic to make the event more impactful. Images of all the personalized spice bottles (with the quirky versions of employee names) went up overnight on the office walls.

Success

The branding campaign had a wow factor. It caught the attention of every visiting dignitary, including the head offices of J&J in New Brunswick, NY.
It helped signal the positive change Johnson & Johnson Middle East was bringing. The giant spice rack graphic and personalized spice bottles created a buzz in the office, and employees felt appreciated and valued.

The event drove open communication between employees and management, creating a culture of trust and respect. The management team's commitment to employees during tough economic times significantly impacted employee morale, and it helped the company weather the crisis with ease. The branding campaign helped to create a memorable experience that employees still remember to this day.

Summary

A partner you want on your side.
They are excellent at what they do. The whole team is very professional and they get the work done fast and on-budget. Punch is the partner you want to have on your side in the FMCG environment. They are an integral part of our success!

ALEX KOPITSAS
‍HR Director
JOHNSON & JOHNSON MENAP

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