SC Johnson campaign promises full disclosure

RACINE, Wis. — SC Johnson has announced the release of a new campaign designed to emphasize the company's commitment to disclosing the ingredients in its products.

SC Johnson said its Honesty campaign 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 also will run during primetime on NBC and ABC on programs like "The Biggest Loser," "Parenthood," "America's Funniest Home Videos" and more, as well as during other holiday specials such as "Christmas at 30 Rock" and It's a Wonderful Life, the company reported.

In addition, Honesty will be supported through a digital campaign on various online platforms including Yahoo!, CNN, People and MSN, according to 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."