J&J takes Crohn's med Ste­lara in new di­rec­tion, with bold­er and brighter out­look

John­son & John­son’s Janssen is point­ing in a pos­i­tive, new di­rec­tion for its Crohn’s dis­ease and ul­cer­a­tive col­i­tis brand Ste­lara.

The new cam­paign called “Un­stop­paBOLD” is pur­pose­ful in en­cour­ag­ing pa­tients to get back to their “au­then­tic, bold selves,” said Tara Muzsi, Janssen VP, sales and mar­ket­ing for gas­troen­terol­o­gy.

The up­beat ini­tial TV ad, which de­buted on the high-pro­file Gram­my mu­sic awards show last week, us­es the Ste­lara pur­ple brand col­or through­out along with an in­stru­men­tal horns sound­track from the pop mu­sic hit “Cheer­leader.”

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