creative brief july 7

8/7/2019 Creative Brief July 7

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Johnsons Baby

Creative Brief

July 8, 2010

Bring Johnsons from

back of mind to the front

Despite being a dominant global leader,

Johnsons has become a default brand, in the

face of attractive newer choices

Our challenge is to make Johnsons an active

choice for todays modern up-to-date mothers

all over the world once again.


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TargetMothers with babies 0-2

Developed markets:

Use Johnsons but look outside the franchise for

better products

Emerging markets:

Aspire to use Johnsons but local brands and home

solutions are cheaper

Johnsons Baby Brand Essence:Understanding the language of babies

all over the world

As they grow and develop, from within the womb to the world around them,

babies have their own ways of communicating with others - through

sound, smell, sight and touch.

Johnsons understands this universal and timeless language. Like theres a

sixth sense, Johnsons has a baby sense.

Just as a mother is able to communicate with her baby, Johnsons is right

there with her, speaking the unspoken language as well.

Thats why for the last 100 years as well as the next, were making products

that babies need.


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Starts with the bath

End with sleep

Bath & Baby

PreparationClean Face Wash Hair Wash Body Play Dry Massage Skincare

Prepare water

(36), clean

clothes, towel

Take off the

babys clothes

Massage with oil

(India)

Wet the towel (or

cotton) to clean the

babys face gently

The baby is usually

lied down and held

by one person and

the other person

would wash the

babys hair

The baby would be

put into the basin

and being bathed

The bath wont be

applied directly on

the baby

For the infants and

toddlers, they will play a

while in the water

Interaction with moms

via the water

After 10~15 minutes, they

will pull out the baby and

wrap him/her in dry towel

Because:

1)water is getting cold

2) its not good for the

baby to be in the water for

over 15 min.

Some moms

would like to do

massaging and

exercising which

lasts about 3~5

min.

Theyll apply body

lotion in winter and

powder in summer

Put on the clothes

and complete the

bathing

JohnsonsBaby Oil -Pre Bath

(India only)

Johnsons Baby

No More Tears

Shampoo

Johnsons Baby

Top To Toe Wash

Johnsons

Baby Lotion

Johnsons

Baby

Powder

Johnsons

Wipes

Prepping is Ceremonial

Choosing the babys clothes

Getting the bathtub ready and

making sure the waters temperature is perfect (37 C)

Getting the bathing toys

(rubber ducks, alligators, toads, balls, etc.)

Undress the baby in the bedroom, wrap him around a towel

and take him to the bathroom

Some moms put on some children tune

According to them, the baby anticipates the pleasure,

waving arms and legs and giggling

Mom starts to get into the zone, leaving all the day to day worries behind


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Its like a cocoon

Gently washes the babys face, behind the ears and around the eyes

Then pours some liquid soap in her hands and washes the body.

The pours water over the babys body to wash the sopa off

Baby plays with toys and splashes water, laughing, giggl ing and

making sounds

Mom laughs along, talks to the baby, touches him gently

They report using only one product during bath: l iquid soap

(head to toes during the day; nap time at night )

Thats when mom feels shes in her time bubble and time stands still

Babies transform in water

Some relax, some are excited. All move comfortably (unlike onterra firma)

She doesnt like me taking off her clothes. But once in the water, shedoesnt want to get out. Dalia, Egypt

Being naked is natural for babies. They get excited in the watery world.

UK mum

The sound of the water, the feel if it on their bodies is soothing, relaxing,calming all at once. Maybe they feel like if they were back in the womband that is why they LOVE it so much! Dolly, US

Water aids learning because it reacts to them. They splash,theres a sound, they get wet

My baby learns to sense the external world in the water. China


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The smells are forever imprintedSmell goes straight to the emotional center and createslasting memories

Johnsons owns the baby smellJ&J Baby Powder has a sweet baby smell, its the original baby smell like that of when theyre firstborn. It also takes me back to my own childhood.-Karla, US

Even organic mothers feel like using Johnson's

products because of the smell. Till they look at theingredient list

Its about the mothers touch

The mother holds, caresses, massages the babyI get in the tub and bathe the baby on my lap.

In many cultures, the mother bathes with the baby; lot of skin to

skin contactSkin to skinwe are both naked and in touch with ourselves.

The cuddle hormone (oxytocin) enhances the mother-child bond

I love when my baby cuddles with me after her bath and her bottle and then

falls asleep in my arms.


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The sounds are happyMothers high-pitched baby talk gets a response from the baby

I talk to her, sing to her

Switching between English, native language, and invented words baba forbath, etc.

Babys Cooing/ gurgling the stimulating water and mothers talk evokesresponses from baby

While I put lotion on her I sing to her. I need her to be still so I couldfinish and put her diaper on, so I got her attention by looking directlyinto her eyes while I sang. This is my favorite part. Its just me and

her and at those moments I feel such great love for her and its as if Ican feel her loving me right back. Thats the best! Lori, US

The sounds of splashing startle and amuse the baby

The transformation is magical

The baby is restored to its perfect baby-self, and becomes calm

and peaceful:

Its like an inside outside renewal-both skin and soul. Latina mom, US

She looks like an angel glowing. Plump like a peachfluffy. Fanny, China

She become calm and shell sleep happily.

The mother experiences a profound feeling of peace:

I feel a sense of achievement, a pride in my creation. Fanny, China

The most special thing about bathing is that it s the best time to

experience the babys growth. You touch him you feel his legs are

getting strongeryou see that he suddenly can play in the water by

himself. Patty, China

Now I can go back to my lifeits time for me time.Julie, US


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The Assignment

Global master-brand execution, based on

universal insight and cultural nuance

Executions from key markets, focused on

different products

TV is most important; multi-channel; digital is

key; packaging re-design to be more

contemporary and mom and baby-friendly

Master Brand Brief

Get: mothers who trust Johnsons, but are attracted to

other contemporary baby brands

To: use more Johnsons Baby products more often

By: dramatizing how the use of Johnsons Baby

products in the bathing ritual, transforms the

mother from being stressed to being at peace


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Guidelines

A global execution, which sets up the bathing

ritual, and highlights key Johnsons products, in

each stage of the ritual

Must dramatize the cultural nuances across the

key markets: US, China, UK, Brazil, India, MiddleEast and the Philippines.

Product Briefs


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US Philippines China Brazil India Middle-

East

UK

Baby

Lotion

Sun-Care

Baby

Powder

Baby

Lotion

Top to toe

wash

Baby Oil NMT

Shampoo

Baby

Wipes

US


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Get moms who trust Johnsons, but are on the lookout for better products for their babies

To massage Johnsons lotion onto their babys skin

By promising that Johnsons Baby lotion will keepthe babys skin as good as new

Because Johnsons knows that babies lose moistureat a faster rate and need ultra gentle softening

Baby Speak: Through their baby soft skin

Get moms who dont realize that their babys need sunprotection all the time

To apply Johnsons Baby Daily Face and Body Lotion

By promising that Johnsons will protect their babys delicate

skin

Because Johnsons knows that baby skin has less melanin,making it more vulnerable and sensitive to sun, evenindoors



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Philippines

Get moms who aspire to use the best for their baby and trustJohnsons

To use Johnsons Baby Powder after cleansing their baby

By promising that Johnsons Baby Powder keeps the baby cool,dry and comfortable

Because: Johnsons knows that babys skin is vulnerable tochaffing

Baby Speak: the fresh scent on their skin always brings themother back to her baby. Its the original baby smell.


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China

Get moms who painstakingly try to find the best productsfor their baby

To believe that her babys skin needs Johnsons BabyLotion after the bath

By promising that Johnsons Baby lotion will keep thebabys skin as good as new

Because Johnsons knows that babies lose moisture at afaster rate and need ultra gentle softening



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Egypt

Get moms who aspire to use the best for their babyand trust Johnsons

To wash their babys hair with Johnsons No MoreTears Shampoo

By promising smiles, not tears in the bath

Because Johnsons knows that babies need a mildtearless formula since they dont have a blink reflex

Baby Speak: Through their trusting, unblinking eyes

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UK

Get mums who trust Johnsons for the bath, but dontturn to the brand for wipes

To use Johnsons Wipes whenever they need a quickcleanup

By promising that Johnsons Wipes cleanse as gently aspure water

Because Johnsons knows that babys skin is thinner andneeds a gently formulated product to remove dirt andgerms

Baby Speak: Through their clean, fresh skin

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Brazil

Get moms who aspire to use the best for their baby andtrust Johnsons

To bathe their babies with Johnsons Top to Toe Wash

By promising that Johnsons Top to toe wash cleanses as

gently as pure water

Because Johnsons knows that babys skin is thinner andneeds a gently formulated cleanser

Baby Speak: babies love the sound and feel of the water

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India

Get moms who aspire to use the best for their baby and trustJohnsons

To massage their baby with Johnsons Baby Oil before the bath

By showing that a massage with Johnsons Baby Oil willnourish your babys skin

Because Johnsons Baby Oil contains Aloe Vera extract andVitamin E

Baby Speak: The baby responds through all of his senses

creative brief july 7

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