In 2011, Johnson & Johnson intended on expanding the organization in Brazil with one of the largest investments in the country to date. Their goal was to increase production by building a brand new factory for their oral hygiene line, as well as doubling the size of the existing consumer products factory. Two different advertising campaigns were created with the purpose of explaining Project Nitro, the changes taking place, growth initiatives and goals to all employes. The first campaign exposed the project to both areas of the organization in an event for over two thousand employees. The second campaign revealed the site location for both plants and the full expansion plan for employees in the oral hygiene division.