August 10, 2018

Johnson’s has radically transformed its 124-year-old brand to meet the needs and preferences of modern parents. The brand's transformation involves the overhauling of its entire business - from product, to packaging, to operations -  renovating Johnson’s to make it more modern than ever while continuing to push baby care standards forward.

With their latest restage, they put millennial parents at the center of the reformulation to make sure they live up to the expectations of today’s millennial parents and tomorrow’s Gen Z families. Taking into account parents' preferences along with the latest science, Johnson’s is introducing a new portfolio of products and reinventing some of its classic products like “pink lotion” and “gold shampoo,” from the inside out.

Parents will see a whole new Johnson’s on the shelf. Although the brand has changed the visuals on their packaging throughout the years, until now, they hadn't done a full head-to-toe makeover of Johnson’s bottles for decades – since 1973. The changes they’ve made will make the shopping experience easier and will give parents more of what they want.

To support the relaunch:

  •     Dedicated Hispanic spend has increased +14% YOY
  •     Consistent, weekly presence on Hispanic National TV networks
  •     Our 70% digital plan is focused on channels that overindex against USH, like social & mobile video
  •     Branded presence on BabyCenter en Español to maximize reach amongst new moms
  •     Premium, high impact positioning in endemic Print


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