SCJ To Roll out ‘Family Standard of Transparency’

SC Johnson says it will introduce its “family standard of transparency” on Nov. 25 with the release of its new ad entitled “Honesty.” The spot emphasizes the company’s commitment to disclosing the ingredients in its products and is part of SC Johnson’s ongoing campaign focused on the family values of the company.

“The truth is, companies often don’t have to tell you everything that’s in their products,” said chairman and CEO Fisk Johnson, the fifth generation leader of SC Johnson. “But we’re a family company that believes in working hard to do what’s right for the families who buy our products – and one of the things that means is being transparent with what’s in our products.”

The new spot will debut Nov. 25 during the Thanksgiving Day Parade on CBS and run during daytime and primetime national programs and on several cable networks, including but not limited to Discovery Health, Hallmark, Animal Planet, HGTV, National Geographic Wild and The Weather Channel. The spot will also run during primetime on NBC and ABC on programs.

Having launched in 2009 its ingredient communication program, SCJ plans to voluntarily disclose the ingredients it uses in the fragrances and dyes and provide expanded information on preservatives in its products by 2012.