Casanova Launches J&J Nourishing Milk Lotion Campaign.

Casanova Pendrill announced the launch of a new campaign for Johnson & Johnson’s baby skin care brand Johnson’s Nourishing Milk Lotion. The :30 television commercial will air on National TV networks Univision and Telemundo setting out to reach the Hispanic Mother who has now become the majority segment of new moms, with more live births than any other ethnic group in the U.S.

The June 15 issue of the National Vital Statistics Report confirms that live births from Hispanic Mothers outnumber those of any other ethnic group. Therefore it comes as no surprise that Johnson’s , the leader in baby skin and hair care, would begin a major mind shift in how they address this key consumer group.

This campaign came from a year-long consumer learning period where Johnson’s partnership with Casanova Pendrill yielded interesting reactions to the Nourishing Milk Lotion. “Because sensory triggers such as touch are an important part of a mother’s bonding experience with her child, it was critical that the premise of the commercial be centered around that moment,” explained Allen Payano, Account Director for Johnson’s .

“I know, I know… all babies are cute and have soft skin… but what we did in the Pajamas commercial was to dramatize how irresistible the skin is after using Johnson’s Nourishing Milk Lotion,” explains Elias Weinstock, VP/Creative Director. “Hispanic mothers universally relate and vicariously relish the moment.”