Johnson & Johnson, the maker of Acuvue lenses, is utilizing podcasts to help market itscontact lenses to teenagers, the Wall Street Journal reported.

J&J has teamed up with advertising agency R/GA (a part of the Interpublic Group of Companies) to produce a series of podcasts called "Download with Heather & Jonelle."

Naomi Kelman, president of Vistakon Americas, the J&J unit responsible for Acuvue, told the Journal, "To find teens to wear Acuvue lenses, we need to go where they are, where it's meaningful and relevant. It's important for potential customers to hear the authentic voice of teenage girls."

Other companies such as General Motors Corp., Nestle Purina PetCare Co. and Whirlpool Corp. have also rolled out podcasts as part of their marketing strategies.

"We're still learning with it, but we have been satisfied so far," says Michael Moore, director of interactive marketing for Nestle Purina PetCare Co. "As marketers, we've got to learn to distribute our content across a variety of platforms."

Earlier this year, iMedia spoke with Cari Weissberg interactive vice president group communications director for Universal McCann, another part of Interpublic Group. In our conversation, the Johnson & Johnson podcast deployment was discussed in detail. Get the podcast of this interview here.