SC Johnson: A Family Company at Work for a Better World

Client: SC Johnson
Date: Apr 2018
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For the first time in nearly two decades, the company behind such ubiquitous and famous products as Windex, Pledge, Ziploc and Glade is updating its identity and putting a spotlight on its purpose by adopting a new tagline.

SC Johnson, which since 1998 has referred to itself as 'A Family Company,' will now be known as 'A Family Company at Work for a Better World.' For the global company, it’s not just a tagline – it’s a reminder that SC Johnson holds itself to a higher standard. SC Johnson has built a legacy of trust by demonstrating for decades that it is a family company that works tirelessly to meet the needs of consumers while protecting the planet for generations to come.

“SC Johnson has a long legacy as a family company committed to doing what’s right, for our consumers, communities and the environment,” said Fisk Johnson, chairman and chief executive of SC Johnson. “This is something we have been doing for generations, and we want people to know more about the many ways we are at work for a better world.” Johnson is the fifth-generation family leader of the global consumer products company, which has been headquartered in Racine, Wisconsin, for 132 years.

In anticipation of the tagline change, SC Johnson is releasing three videos featuring Johnson explaining how the company acts with purpose to make a better world for the next generation. The campaign videos will appear on digital platforms such as Facebook, Twitter, CNN, Instagram, Spotify, NPR and The Washington Post.

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