This summer, thinking of providing an unprecedented experience for families with children, Johnson’s, Johnson & Johnson Consumer Health’s baby and child care brand, launches an itinerant van that will travel along the Brazilian coast. The objective of the action is to provide a support point with showers and faucets for washing hands and feet, an internal space for changing diapers in comfort and plenty of shade, in addition to lounge chairs under the brand’s umbrella, during the months of December and January. The itinerant van began its journey on December 17, starting from the Riviera de São Lourenço, in Bertioga (SP), towards the beaches in Salvador (BA) and Fortaleza (CE).
The action integrates the repositioning of the brand and the construction of its new signature: “Science activated by your care”. This time, Johnson’s is present in the daily lives of families, making Brazilian beaches even more suitable for outings with children. In all, the itinerant van will cover more than 6,000 km between São Paulo, Fortaleza and Salvador.
Bertha Fernandes, Senior Marketing Manager for Childcare Brands at Johnson & Johnson Consumer Health, says:
“In the summer, many families visit the coast with their children, so we decided to bring comfort and practicality to the beautiful beaches of four Brazilian states. After all, it’s great to be able to count on support close to the sea and with a planned space for hygiene and rest. All of our actions are designed to be present in the daily lives of our consumers. Speaking of summer and the beach, nothing more natural than investing in yet another action focused on the Northeast, a very important region for the brand. This action is part of our brand repositioning campaign with a 360º strategy, consisting of modern and attractive activations to approach and communicate in a new way with millennials and generation Z, in addition to exploring the support network around babies and children.”
Also to highlight its contribution to the care that is part of the routine of families, through the expertise, differentials and safety of Johnson’s formulations, the brand partnered with Gol to create the Johnson’s Kids Corner at Guarulhos airport, in São Paulo .
The space will integrate the Gol Premium Lounges in the Lounge Sala VIP with media space and enveloping the bathroom, and was thematically developed following the Montessori conceptual line, bringing colors, textures and sensations for both children and adults. In the months of December 2022 and January 2023, families with children will be able to have fun until the time of their flight. Completing the campaign, Johnson’s will be present with speech on flights to the main capitals in the Northeast.
Check out the full schedule of the JOHNSON’S® traveling van
Dates: 12 a 15/01/2023 e 21 a 22/01/2023
Local: Fortaleza, cearaPraia: Croco Beach Dates: 28 a 29/01/2023Local: Salvador, BahiaPraia: Barra Lighthouse
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