Johnson & Johnson has taken the philosophy ‘ask the consumer’ to a very different level for its product Johnson’s Baby. Through its recent campaign, Johnson’s Baby celebrated every happy, messy, exhausting and amazing moment of life of mothers with their babies.
With insights from J3’s creative and media teams, the agency, J3 MENA, filmed the thoughts and observations of the messy experts – a team of baby bloggers.
With the baby wipes category being rapidly commoditized in the MENA market, the brand needed to find new ways to drive awareness, brand expertise, own the ‘superior cleansing on the go’ territory and prompted mothers to consider Johnson’s as the first choice in their baby wipes repertoire.
Credits:
Company: Johnson & Johnson
Brand: Johnson’s Baby
Agency: J3 MENA
Creative Director: Rodrigo Mavu, UM Create
Head of Content: Antoine de Trogoff, UM Studios
Social Lead: Claire Fletcher, J3 MENA
Media Execution: Armin Jamula & Kate Walkom, J3 MENA
Brand Manager: Michael Sayer, Johnson & Johnson
Production House: Olive Tree Productions
