In an effort to appeal to today’s modern moms, particularly the growing number of moms online, JOHNSON’S(R), known for its expertise in baby skincare and commitment to the healthy development and well-being of babies, children and their parents, is launching a new comprehensive marketing campaign focused around the theme and power of a mother’s touch that will engage consumers in multiple ways, including online, television and print.
As a key part of this effort, JOHNSON’S(R) is introducing for the first time, a series of online animated shorts to promote its iconic brand: JOHNSON’S(R) BABY LOTION. Featuring the voice of Emmy(R) award-winning actress and new mom Mariska Hargitay (NBC’s “Law & Order: SVU”) as the voice of the baby, the three “advertainment” shorts will run on http://www.touchingbond.com, commencing wednesday, February 13, 2008, along with other advertising distribution platforms.
The animated shorts will be promoted through a series of video banner ads on BabyCenter(R), which reaches 80 percent of all new and expectant moms in the U.S., as well as direct-to-consumer emails through BabyCenter.com and Baby.com. Additionally, banners on Discovery Health, TLC and Meredith publications’ websites will drive traffic to the shorts. The parallel Spanish-language animations will be promoted at http://www.BabyCenter.com/espanol and Univision.com.
Beyond the online shorts, the dedicated http://www.touchingbond.com website will also showcase a series of videos offering moms expert tips on ways to enhance bonding with their baby through touch and massage. Additionally, JOHNSON’S(R) recently released a new print and television advertising campaign with the tagline — “Make Your Touch More Touching(TM).” Lowe & Partners Worldwide in New York created the ads, which are running on select television outlets such as Lifetime, TLC and Nick @ Nite, and in Meredith Publications such as Parents and American Baby. The advertising campaign will run nationwide throughout 2008. Additionally, JOHNSON’S(R) will enhance its campaign through dedicated Spanish language advertising, which includes sponsoring Univision’s “Primeros Pasos” baby segment on its leading morning show.
Each one-to-two minute short focuses on the mother/child bonding experience and how that emotional tie is facilitated with a mother’s loving touch while using JOHNSON’S(R) BABY LOTION. Each short, entitled “Baby Massage Class,” “Tickles, Wiggles & Giggles” and “Birthday Party,” showcases activities that help strengthen the bond between baby and mom, while incorporating a fun fantasy sequence in the mind of the baby.
“According to statistics, more than 32 million moms regularly log online, using the Internet as an essential tool for education, advice and entertainment which is why we realized tapping into this platform is critical,” said Bridgette Heller, Global President of JOHNSON’S(R) Babycare. “We are delighted to be working with Mariska to show moms that JOHNSON’S(R) BABY LOTION is iconic and dependable — just as their mothers placed their trust in JOHNSON’S(R), now they too can pass on that love and tradition to their own babies.”
“As a new mom, I had a great time partnering with JOHNSON’S(R) on creating a baby character, which is so different than my current dramatic television role,” said Mariska Hargitay, actress. “This campaign touched me because of its educational elements of really communicating the value of using massage to help bond with your baby.”
JOHNSON’S(R) and Animation Collective, a leading flash animation studio focusing on children’s programming, developed the animated shorts, which will also be adapted in Spanish to appeal to the growing number of U.S. Hispanic new moms and will be distributed through JOHNSON’S(R) Spanish language hub at http://www.touchingbond.com/espanol.
“There are four million babies born in the U.S. each year and as always we strive to communicate with moms in ways that are continually relevant and appealing — which today translates into messages that are distributed across multiple platforms,” said Fred Tewell, Group Product Director, JOHNSON’S(R). “With a comprehensive line up of TV, print and digital commercials and the entertainment shorts now online, our new campaign will touch and engage moms in a powerful way through traditional avenues as well as social media.”
About JOHNSON’S(R) BABY LOTION
JOHNSON’S(R) BABY LOTION provides clinically proven, long-lasting 24-hour moisturization to help promote smoother, softer and healthier looking skin. Formulated with that unmistakable baby fresh scent, this fast absorbing and non-greasy lotion contains rich emollients to leave skin feeling soft and smooth.
JOHNSON’S(R) BABY LOTION, which provides gentle care grounded in extensive scientific research, is hypoallergenic and clinically shown to be gentle enough for delicate newborn skin.
About Johnson & Johnson
Johnson & Johnson Consumer Products Company, division of Johnson & Johnson Consumer Companies, Inc., develops and markets baby-care, wound-care and skin- care products that address the needs of the consumer and health care professionals and incorporate the latest innovations. The portfolio includes heritage brands JOHNSON’S(R) Baby and BAND-AID(R) Brand Adhesive Bandages as well as leading skin care brands such as AVEENO(R) and CLEAN & CLEAR(R).
