We told the story of the love expressed across generations through classic Johnson’s baby wash to remind consumers that it is the brand their parents’ trusted.
Johnson’s Baby is a classic brand up against unfair (honestly) and unfortunate negative press. It’s also facing competition from a newer generation of natural baby products and store brands. Our task was to build trust and we did that through emotional storytelling.
Previous testing of a number of pieces of social content had shown that consumers responded most strongly to images of dads with their kids. This contradicted the canon of work J&J published showing mothers with children. We proved out that I]it’s more effective to give consumers an image they want to see rather than a reflection of themselves.
For production we focused on action that could tell the story without dialog so we could give the best experience both to users on social media with their sound turned off and to ease transcreation for markets across EMEA
Agency \\ VaynerMedia London
VP, Group Creative Director \\ Ryan Murphy
Associate Creative Director \\ Jules Dixon
Art Director \\ Matthew Markham
Director \\ Thomas Hefferon