Johnson’s Baby

Creative Brief

July 8, 2010
 Bring Johnson’s from
back of mind to the front
Despite being a dominant global leader,
Johnson’s has become a default brand, in the
face of attractive newer choices

Our challenge is to make Johnson’s an active

choice for today’s modern up-to-date mothers
all over the world once again.
 Target
Mothers with babies 0-2

Developed markets:
Use Johnson’s but look outside the franchise for
‘better’ products

Emerging markets:
Aspire to use Johnson’s but local brands and home
solutions are cheaper
 Johnson’s Baby Brand Essence:
Understanding the language of babies
all over the world

As they grow and develop, from within the womb to the world around them,
babies have their own ways of communicating with others - through
sound, smell, sight and touch.

Johnson’s understands this universal and timeless language. Like there’s a

sixth sense, Johnson’s has a ‘baby sense.’
Just as a mother is able to communicate with her baby, Johnson’s is right
there with her, speaking the unspoken language as well.
That’s why for the last 100 years as well as the next, we’re making products
that babies need.
 Brand Idea

Nobody speaks baby like Johnson’s

Opportunity to prove that
Johnson’s speaks baby

Own a universal baby-care ritual and

embed our products within
 Starts with the bath
End with sleep

Bath & Baby Clean Face Wash Hair Wash Body Play Dry Massage Skincare
Preparation

Prepare water The baby is usually For the infants and Some moms would
(36 ℃), clean lied down and held toddlers, they will play a like to do
clothes, towel by one person and while in the water massaging and
the other person exercising which
Take off the would wash the Interaction with moms lasts about 3~5
baby’s clothes baby’s hair via the water min.
Massage with oil
(India) The baby would be After 10~15 minutes, they They’ll apply body
put into the basin will pull out the baby and lotion in winter and
and being bathed wrap him/her in dry towel powder in summer
Wet the towel (or
cotton) to clean the The bath won’t be Because: Put on the clothes
baby’s face gently applied directly on 1) water is getting cold and complete the
the baby 2) it’s not good for the bathing
baby to be in the water for
over 15 min.
Johnson’s Johnson’s Baby Johnson’
Baby Oil - Johnson’s Baby Johnson’s Johnson’
Pre Bath No More Tears s Baby
(India only) Top To Toe Wash Baby Lotion s Wipes
Shampoo Powder
 Prepping is Ceremonial

Choosing the baby’s clothes

Getting the bathtub ready and

making sure the water’s temperature is perfect (37º C)

Getting the bathing toys

(rubber ducks, alligators, toads, balls, etc.)

Undress the baby in the bedroom, wrap him around a towel

and take him to the bathroom

Some moms put on some children tune

According to them, the baby anticipates the pleasure,

waving arms and legs and giggling

Mom starts to get into the zone, leaving all the day to day worries behind
 It’s like a cocoon

Gently washes the baby’s face, behind the ears and around the eyes

Then pours some liquid soap in her hands and washes the body.

The pours water over the baby’s body to wash the sopa off

Baby plays with toys and splashes water, laughing, giggling and
making sounds

Mom laughs along, talks to the baby, touches him gently

They report using only one product during bath: liquid soap
(“head to toes” during the day; “nap time” at night)

That’s when mom feels she’s in her time bubble and time stands still
 Babies transform in water
Some relax, some are excited. All move comfortably (unlike on
terra firma)
–‘She doesn’t like me taking off her clothes. But once in the water, she
doesn’t want to get out’. Dalia, Egypt
–‘Being naked is natural for babies. They get excited in the watery world’.
UK mum
–‘The sound of the water, the feel if it on their bodies is soothing, relaxing,
calming… all at once. Maybe they feel like if they were back in the womb
and that is why they LOVE it so much!” – Dolly, US

Water aids learning because it reacts to them. They splash,

there’s a sound, they get wet
–‘My baby learns to sense the external world in the water.’ China
 The smells are forever imprinted
Smell goes straight to the emotional center and creates
lasting memories

Johnson’s owns the ‘baby smell’

J&J Baby Powder has a sweet baby smell, it’s the original baby smell like that of when they’re first
born. It also takes me back to my own childhood.-Karla, US

Even ‘organic’ mothers feel like using Johnson's

products because of the smell. Till they look at the
ingredient list…
 It’s about the mother’s touch
The mother holds, caresses, massages the baby
‘I get in the tub and bathe the baby on my lap.’

In many cultures, the mother bathes with the baby; lot of skin to
skin contact
‘Skin to skin…we are both naked and in touch with ourselves.’

The cuddle hormone (oxytocin) enhances the mother-child bond

‘I love when my baby cuddles with me after her bath and her bottle and then
falls asleep in my arms.’
 The sounds are happy
Mother’s high-pitched baby talk gets a response from the baby
“I talk to her, sing to her”
Switching between English, native language, and invented words – ‘baba – for
bath, etc.
Baby’s Cooing/ gurgling –the stimulating water and mother’s talk evokes
responses from baby
“While I put lotion on her I sing to her. I need her to be still so I could
finish and put her diaper on, so I got her attention by looking directly
into her eyes while I sang. This is my favorite part. It’s just me and
her and at those moments I feel such great love for her and its as if I
can feel her loving me right back. That’s the best!” Lori, US

The sounds of splashing startle and amuse the baby

 The transformation is magical
The baby is restored to its perfect baby-self, and becomes calm and
peaceful:
It’s like an inside outside renewal- both skin and soul. Latina mom, US
She looks like an angel glowing. Plump like a peach…fluffy. Fanny, China
She become calm and she’ll sleep happily.

The mother experiences a profound feeling of peace:

‘I feel a sense of achievement, a pride in my creation.’ Fanny, China
‘The most special thing about bathing is that it’s the best time to
experience the baby’s growth. You touch him… you feel his legs are getting
stronger…you see that he suddenly can play in the water by himself.’
Patty, China
‘Now I can go back to my life…it’s time for me time.’ Julie, US
 The Assignment
Global master-brand execution, based on universal
insight and cultural nuance

Executions from key markets, focused on different

products

TV is most important; multi-channel; digital is key;

packaging re-design to be more contemporary and
mom and baby-friendly
 Master Brand Brief

Get: mothers who trust Johnson’s, but are attracted to

other contemporary baby brands

To: use more Johnson’s Baby products more often

By: dramatizing how the use of Johnson’s Baby

products in the bathing ritual, transforms the
mother from being stressed to being at peace
 Guidelines
A global execution, which sets up the bathing
ritual, and highlights key Johnson’s products, in
each stage of the ritual

Must dramatize the cultural nuances across the

key markets: US, China, UK, Brazil, India, Middle
East and the Philippines.
Product Briefs
US Philippines China Brazil India Middle- UK
East

Baby Baby Baby Top to toe Baby Oil NMT Baby

Lotion Powder Lotion wash Shampoo Wipes

Sun-Care
US
Get moms who trust Johnson’s, but are on the look
out for better products for their babies

To massage Johnson’s lotion onto their baby’s skin

By promising that Johnson’s Baby lotion will keep

the baby’s skin as good as new

Because Johnson’s knows that babies lose moisture

at a faster rate and need ultra gentle softening

Baby Speak: Through their baby soft skin

Get moms who don’t realize that their baby’s need sun
protection all the time

To apply Johnson’s Baby Daily Face and Body Lotion

By promising that Johnson’s will protect their baby’s delicate

skin

Because Johnson’s knows that baby skin has less melanin,

making it more vulnerable and sensitive to sun, even
indoors

Baby Speak: Through their baby soft skin

Philippines
Get moms who aspire to use the best for their baby and trust
Johnson’s

To use Johnson’s Baby Powder after cleansing their baby

By promising that Johnson’s Baby Powder keeps the baby

cool, dry and comfortable

Because: Johnson’s knows that baby’s skin is vulnerable to

chaffing

Baby Speak: the fresh scent on their skin always brings the
mother back to her baby. It’s the original baby smell.
China
Get moms who painstakingly try to find the best products
for their baby

To believe that her baby’s skin needs Johnson’s Baby

Lotion after the bath

By promising that Johnson’s Baby lotion will keep the

baby’s skin as good as new

Because Johnson’s knows that babies lose moisture at a

faster rate and need ultra gentle softening

Baby Speak: Through their baby soft skin

Egypt
Get moms who aspire to use the best for their baby
and trust Johnson’s

To wash their baby’s hair with Johnson’s No More

Tears Shampoo

By promising smiles, not tears in the bath

Because Johnson’s knows that babies need a mild

tearless formula since they don’t have a blink reflex

Baby Speak: Through their trusting, unblinking eyes

UK
Get mums who trust Johnson’s for the bath, but don’t
turn to the brand for wipes

To use Johnson’s Wipes whenever they need a quick

cleanup

By promising that Johnson’s Wipes cleanse as gently as

pure water

Because Johnson’s knows that baby’s skin is thinner and

needs a gently formulated product to remove dirt and
germs

Baby Speak: Through their clean, fresh skin

Brazil
Get moms who aspire to use the best for their baby and
trust Johnson’s

To bathe their babies with Johnson’s Top to Toe Wash

By promising that Johnson’s Top to toe wash cleanses as

gently as pure water

Because Johnson’s knows that baby’s skin is thinner and

needs a gently formulated cleanser

Baby Speak: babies love the sound and feel of the water
India
Get moms who aspire to use the best for their baby and trust
Johnson’s

To massage their baby with Johnson’s Baby Oil before the

bath

By showing that a massage with Johnson’s Baby Oil will

nourish your baby’s skin

Because Johnson’s Baby Oil contains Aloe Vera extract and

Vitamin E

Baby Speak: The baby responds through all of his senses