Sydney's Sunday Telegraph (11/1/09) was just one of the many papers, TV stations and radio news reports around the world with the startling news "Listerine warning - Mouth Cancer Alert". In a damming front cover and two page coverage of quote: the health study the industry tried to bury.
As the market leader, Johnson & Johnson's product, Listerine, featured strongly in news reports. It's claimed they spent $6.9m from December 07 to November 08 on advertising for the product (compared to $0.3m for its closest competitor, Colgate Palmolive's Plax).
The final paragraph of the Telegraph story reads: "Johnson & Johnson was unable to give The Sunday Telegraph an official comment.
What steps would you take if you were in charge of the Johnson & Johnson team responsible for managing the response to this media crisis?
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