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'Virtuous Circle' Cycles J&J Consumer From Consent Decree To Growth

This article was originally published in The Tan Sheet

Executive Summary

Consumer Chairman Jorge Mesquita describes a strategy of "big marketing ideas" with "equal focus" on cutting costs. The ideas include the "bring out the bold" campaign for Listerine that encourages rinsing five times a day and is spurring "significant share growth," says Alison Lewis, consumer business CMO.

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