The Johnson’s Baby line was reformulated to be its gentlest ever. This was a total rebrand and the task was how to launch it big in Southeast Asia. To start, we partnered with Leeroy New, an artist known for his harsh and edgy style (the opposite of gentle) to create sculptures of children inspired by moments when they misbehave. We placed these sculptures in the shopping mall in the very places where these behaviors take place (toy store, gadget store). A QR code was on it and upon scanning this, parents would be taken to an interactive YouTube video playing out the scenarios of harsh versus gentle parenting based on how they choose to discipline the child in the video. This effort was supplemented with a PR launch, influencer partnerships, and product videos introducing the new gentle line.