Post on 08-Apr-2018
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Johnsons Baby
Creative Brief
July 8, 2010
Bring Johnsons from
back of mind to the front
Despite being a dominant global leader,
Johnsons has become a default brand, in the
face of attractive newer choices
Our challenge is to make Johnsons an active
choice for todays modern up-to-date mothers
all over the world once again.
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TargetMothers with babies 0-2
Developed markets:
Use Johnsons but look outside the franchise for
better products
Emerging markets:
Aspire to use Johnsons but local brands and home
solutions are cheaper
Johnsons 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.
Johnsons understands this universal and timeless language. Like theres a
sixth sense, Johnsons has a baby sense.
Just as a mother is able to communicate with her baby, Johnsons is right
there with her, speaking the unspoken language as well.
Thats why for the last 100 years as well as the next, were making products
that babies need.
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Starts with the bath
End with sleep
Bath & Baby
PreparationClean Face Wash Hair Wash Body Play Dry Massage Skincare
Prepare water
(36), clean
clothes, towel
Take off the
babys clothes
Massage with oil
(India)
Wet the towel (or
cotton) to clean the
babys face gently
The baby is usually
lied down and held
by one person and
the other person
would wash the
babys hair
The baby would be
put into the basin
and being bathed
The bath wont be
applied directly on
the baby
For the infants and
toddlers, they will play a
while in the water
Interaction with moms
via the water
After 10~15 minutes, they
will pull out the baby and
wrap him/her in dry towel
Because:
1)water is getting cold
2) its not good for the
baby to be in the water for
over 15 min.
Some moms
would like to do
massaging and
exercising which
lasts about 3~5
min.
Theyll apply body
lotion in winter and
powder in summer
Put on the clothes
and complete the
bathing
JohnsonsBaby Oil -Pre Bath
(India only)
Johnsons Baby
No More Tears
Shampoo
Johnsons Baby
Top To Toe Wash
Johnsons
Baby Lotion
Johnsons
Baby
Powder
Johnsons
Wipes
Prepping is Ceremonial
Choosing the babys clothes
Getting the bathtub ready and
making sure the waters temperature is perfect (37 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
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Its like a cocoon
Gently washes the babys 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 babys body to wash the sopa off
Baby plays with toys and splashes water, laughing, giggl ing and
making sounds
Mom laughs along, talks to the baby, touches him gently
They report using only one product during bath: l iquid soap
(head to toes during the day; nap time at night )
Thats when mom feels shes in her time bubble and time stands still
Babies transform in water
Some relax, some are excited. All move comfortably (unlike onterra firma)
She doesnt like me taking off her clothes. But once in the water, shedoesnt 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 womband that is why they LOVE it so much! Dolly, US
Water aids learning because it reacts to them. They splash,theres a sound, they get wet
My baby learns to sense the external world in the water. China
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The smells are forever imprintedSmell goes straight to the emotional center and createslasting memories
Johnsons owns the baby smellJ&J Baby Powder has a sweet baby smell, its the original baby smell like that of when theyre firstborn. 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 theingredient list
Its about the mothers touch
The mother holds, caresses, massages the babyI 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 contactSkin to skinwe 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.
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The sounds are happyMothers 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 forbath, etc.
Babys Cooing/ gurgling the stimulating water and mothers talk evokesresponses from baby
While I put lotion on her I sing to her. I need her to be still so I couldfinish and put her diaper on, so I got her attention by looking directlyinto her eyes while I sang. This is my favorite part. Its just me and
her and at those moments I feel such great love for her and its as if Ican feel her loving me right back. Thats 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:
Its like an inside outside renewal-both skin and soul. Latina mom, US
She looks like an angel glowing. Plump like a peachfluffy. Fanny, China
She become calm and shell 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 babys growth. You touch him you feel his legs are
getting strongeryou see that he suddenly can play in the water by
himself. Patty, China
Now I can go back to my lifeits time for me time.Julie, US
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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 Johnsons, but are attracted to
other contemporary baby brands
To: use more Johnsons Baby products more often
By: dramatizing how the use of Johnsons Baby
products in the bathing ritual, transforms the
mother from being stressed to being at peace
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Guidelines
A global execution, which sets up the bathing
ritual, and highlights key Johnsons products, in
each stage of the ritual
Must dramatize the cultural nuances across the
key markets: US, China, UK, Brazil, India, MiddleEast and the Philippines.
Product Briefs
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US Philippines China Brazil India Middle-
East
UK
Baby
Lotion
Sun-Care
Baby
Powder
Baby
Lotion
Top to toe
wash
Baby Oil NMT
Shampoo
Baby
Wipes
US
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Get moms who trust Johnsons, but are on the lookout for better products for their babies
To massage Johnsons lotion onto their babys skin
By promising that Johnsons Baby lotion will keepthe babys skin as good as new
Because Johnsons knows that babies lose moistureat a faster rate and need ultra gentle softening
Baby Speak: Through their baby soft skin
Get moms who dont realize that their babys need sunprotection all the time
To apply Johnsons Baby Daily Face and Body Lotion
By promising that Johnsons will protect their babys delicate
skin
Because Johnsons knows that baby skin has less melanin,making it more vulnerable and sensitive to sun, evenindoors
Baby Speak: Through their baby soft skin
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Philippines
Get moms who aspire to use the best for their baby and trustJohnsons
To use Johnsons Baby Powder after cleansing their baby
By promising that Johnsons Baby Powder keeps the baby cool,dry and comfortable
Because: Johnsons knows that babys skin is vulnerable tochaffing
Baby Speak: the fresh scent on their skin always brings themother back to her baby. Its the original baby smell.
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China
Get moms who painstakingly try to find the best productsfor their baby
To believe that her babys skin needs Johnsons BabyLotion after the bath
By promising that Johnsons Baby lotion will keep thebabys skin as good as new
Because Johnsons knows that babies lose moisture at afaster rate and need ultra gentle softening
Baby Speak: Through their baby soft skin
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Egypt
Get moms who aspire to use the best for their babyand trust Johnsons
To wash their babys hair with Johnsons No MoreTears Shampoo
By promising smiles, not tears in the bath
Because Johnsons knows that babies need a mildtearless formula since they dont have a blink reflex
Baby Speak: Through their trusting, unblinking eyes
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UK
Get mums who trust Johnsons for the bath, but dontturn to the brand for wipes
To use Johnsons Wipes whenever they need a quickcleanup
By promising that Johnsons Wipes cleanse as gently aspure water
Because Johnsons knows that babys skin is thinner andneeds a gently formulated product to remove dirt andgerms
Baby Speak: Through their clean, fresh skin
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Brazil
Get moms who aspire to use the best for their baby andtrust Johnsons
To bathe their babies with Johnsons Top to Toe Wash
By promising that Johnsons Top to toe wash cleanses as
gently as pure water
Because Johnsons knows that babys skin is thinner andneeds a gently formulated cleanser
Baby Speak: babies love the sound and feel of the water
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India
Get moms who aspire to use the best for their baby and trustJohnsons
To massage their baby with Johnsons Baby Oil before the bath
By showing that a massage with Johnsons Baby Oil willnourish your babys skin
Because Johnsons Baby Oil contains Aloe Vera extract andVitamin E
Baby Speak: The baby responds through all of his senses