04 / PANDEMIC PIVOT

JOHNSON'S BABY, JOHNSON&JOHNSON

IDEATION, COPYWRITING, VIDEO PRODUCTION SUPERVISION

DOCTOR-RECOMMENDED SKIN PROTECTION

When a baby brand started to lose relevance during the COVID-19 pandemic, a quick pivot to reposition the product won moms over.

01/ THE CHALLENGE

Johnson's Baby established itself as one of the gentlest baby products in the market, but the COVID-19 pandemic changed everyone's priorities. Parents didn't want a gentle baby product anymore. They wanted one that kept their children safe from viruses and disease. A pivot was necessary.

02/ THE INSIGHT

For moms with newborns, regular visits to your pediatrician is a source of comfort and safety.

THE IDEA

GIVE MOMS THE COMFORT AND SAFETY THEY CRAVE. POSITION JOHNSON'S AS THEIR CONSTANT CONNECTION TO THEIR PEDIATRICIANS.

04 / PANDEMIC PIVOT

JOHNSON'S BABY, JOHNSON&JOHNSON

DOCTOR-RECOMMENDED SKIN PROTECTION

When a baby brand started to lose relevance during the COVID-19 pandemic, a quick pivot to reposition the product won moms over.

01/ THE CHALLENGE

Johnson's Baby established itself as one of the gentlest baby products in the market, but the COVID-19 pandemic changed everyone's priorities. Parents didn't want a gentle baby product anymore. They wanted one that kept their children safe from viruses and disease. A pivot was necessary.

02/ THE INSIGHT

For moms with newborns, regular visits to your pediatrician is a source of comfort and safety.

THE IDEA

GIVE MOMS THE COMFORT AND SAFETY THEY CRAVE. POSITION JOHNSON'S AS THEIR CONSTANT CONNECTION TO THEIR PEDIATRICIANS.

We created an emotional thematic video that highlighted mom’s feelings of being alone during the pandemic lockdown. Underscored by a popular Filipino anthem, the words, “You’ll be safe here”, acted as a reassuring message to mothers that despite restrictions, they can feel safe knowing that they're doing all they can to keep their babies safe with doctor-recommended Johnson's.

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