In an effort to appeal to today's growing number of Latina moms in the U.S., Johnson’s, known for its expertise in baby skincare and commitment to the healthy development and well-being of babies, children and their parents, is launching a marketing campaign focused around the theme and power of a mother's touch.
For the first time Johnson’s is introducing a series of online animated shorts in Spanish to promote its iconic brand: JOHNSON'S(R) BABY LOTION, featuring the voice of Grammy(R) and Latin Grammy award-winning singer and new mom Olga Tañón as the voice of the mother.
The three animated "advertainment" shorts will be promoted through a series of video banner ads on http://www.BabyCenter.com/espanol> and Univision.com. Beyond the online shorts, the dedicated www.touchingbond.com website will also showcase a series of videos offering moms expert tips on ways to enhance bonding with their baby through touch and massage. The Spanish-language website http://www.touchingbond.com/espanol> will be available for the Hispanic community in early March 2008. Additionally, JOHNSON'S(R) will sponsor Univision's "Primeros Pasos" baby segment on its leading morning show.
Each one-to-two minute short focuses on the mother/child bonding experience and how that emotional tie is facilitated with a mother's loving touch while using Johnson’s Baby Lotion. Each short, entitled "Baby Massage Class," "Tickles, Wiggles & Giggles" and "Birthday Party," showcases activities that help strengthen the bond between baby and mom, while incorporating a fun fantasy sequence in the mind of the baby.
"According to statistics, more than 32 million moms regularly log online, using the Internet as an essential tool for education, advice and entertainment which is why we realized tapping into this platform is critical," said Fred Tewell, Group Product Director, Johnson’s). "We are delighted to be working with Olga to show Latina moms that Johnson’s Baby Lotion is iconic and dependable-just as their mothers placed their trust in Johnson’s, now they too can pass on that love and tradition to their own babies."
"As a new mom, I had a great time partnering with Johnson’s on creating the mother character, which is so different to what I do as a singer," said Olga Tañón. "This campaign touched me because of its educational elements of really communicating the value of using massage to help bond with your baby."
"Twenty-five percent of the four million babies born in the U.S. each year are Hispanic and these Spanish Language shorts with Olga Tañón, are part of our strong commitment to communicate to Latina moms in a relevant and appealing manner," added Tewell.