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Johnson’s Baby Sort-of Apologizes to Concerned Moms

You may have heard at some point over the past few years that Johnson & Johnson’s massive baby products line encountered something of a credibility problem.

A quick recap: in 2009, the Campaign for Safe Cosmetics called upon the company to remove certain proven carcinogenic ingredients from its baby shampoos. J&J promised to remove the elements and earned a spot atop the Forbes “America’s most trusted brands” list for 2011. However, a subsequent report claimed that, despite the company’s promise to make safer products, one would have to buy its “natural” shampoo (which was twice as expensive) to ensure the absence of those carcinogens.

In January, the company announced that it had reached its goal of removing certain potentially toxic chemicals but continued walking a PR tightrope by both claiming that its current products are safe and promising to remove more such ingredients by 2015. This announcement only came after a series of embarrassing recalls led to the resignation of J&J’s CEO.

That long, winding damage control road leads us to this clip, released this week and produced by RF|Binder.

The message: we hear you and send you good vibes…even though your fears are completely unfounded. Here’s the corporate statement to go along with the campaign.

Will it work? Adweek notes that it’s part of a campaign that will “see 40 more videos released throughout the rest of the year”…but will the message resonate when the company has yet to complete its ongoing chemical purge?

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