J&J / So Much More
It's a once in a lifetime experience to launch the first-ever global campaign in a brand's 100-year history. Johnson’s challenged the agency to relaunch their brand worldwide in 4 months. Our approach resonated with moms around the world and the baby featured in the US version was so popular, CBS dedicated a segment to her on their morning show.
SITUATION
For over a century, Johnson’s became the gold standard in baby care. For generations of people the world over, the soft sweet scent of Johnson’s was synonymous with memories of childhood and even came to define how babies should smell.
Fast forward to 2014, and the iconic Johnson’s brand which once led the category was now steadily losing relevance and trust with new moms. Millennial moms were far more concerned about ingredients and no longer relied on advice from health care professionals. Other moms and media had introduced them to a world of new brands defined as handmade, organic, fragrance free, and crafted.
In this new world, Johnson’s was no longer seen as a leader or relevant to this new generation of mothers. As a result, the brand’s share had declined for 9 straight years.
THE BRIEF
Make the Johnson’s Baby brand relevant again in a world that was touting “less is more”.
OBJECTIVES
1. Relevance: shift perceptions from a big corporate brand with chemicals and re-establish ourselves as best for baby
2. Reappraisal: Incite moms to purchase Johnson’s for her baby
INSIGHT
Moms just viewed bathtime as a time for cleansing. What she didn’t realize was bathtime was a time to stimulate all the baby’s senses. And stimulating the senses means helping baby’s development. While other products cleaned baby, Johnson’s products were designed to do So Much More.
THE IDEA
Bathtime with baby is more than just cleaning and bonding - it’s about the sensorial stimulation that leads to happy, healthy development.
RESULTS
The new platform idea and communication approach helped Johnson’s reverse a 9 year decline in sales.