UPDATED: J&J recruits a Hispanic family to be its reps in the Hispanic market

Courtesy of J&J

It's no secret that consumers respond to everyday people--just like them--in advertisements. So when Johnson & Johnson ($JNJ) wanted to reach out to the Hispanic community, that's just who it set out to find.

After a nationwide competition last December for a perfect "La Familia De Hoy"--"Today's Family"--J&J now has the Jimenez clan from Alhambra, CA, a "modern and relatable multigenerational Hispanic family," as it described itself in an interview with the Alhambra Source.

"Hispanics are the fastest growing population in the United States, yet live in a world of stereotypes and sometimes feel misunderstood," the family said in a Q&A. "Johnson & Johnson took this insight and strived to find an authentic way to connect with the Hispanic community."

In an effort to bring J&J brands "closer to Hispanics," the Jimenez clan will represent product lines Listerine, Band-Aid and Neosporin in national TV spots, print and banner ads, reality-style monthly webisodes, and other digital outlets. But that's not all: The family members will also appear on Spanish-language channels Univision and Telemundo to talk about the role J&J products play in their lives, and the La Familia De Hoy Facebook page will also chronicle their stories.

"As consumers get to know this family and relate to their stories, we want them to be a familiar face in all of our touch points," a J&J spokesperson told FiercePharmaMarketing.

Courtesy of J&J

"Our main goal for this program is to share our experiences and our love as a family with others," the family told the Source. "We feel very fortunate to be the family that we are; we would love to help spread the message of the importance of family, cultivating our Hispanic values, and traditions."

With a rapidly expanding patient pool, the Hispanic community has been drawing more and more attention from pharma companies as of late. Diabetes drugmakers in particular have taken note of a disproportionately high prevalence of the disease among U.S. Hispanics; Novo Nordisk ($NVO), for one, recently brought on multicultural marketing specialist Prime Access to handle diabetes marketing and advertising in the Hispanic population.

But J&J, which leads its Big Pharma peers in social media, has a leg up when it comes to bridging the gap. The company already has a Spanish-language presence on Facebook through which it can leverage its latest campaign; its Care Inspires Care page and its counterpart, El Cariño Inspira Cariño, have 3 million "Likes" apiece.

- read the interview
- see the La Familia De Hoy Facebook page

Special Report: The top 10 pharma companies in social media - Johnson & Johnson

Editor's note: This story has been updated with a quote from a J&J spokesperson.