The new phase of the brand will have an increase in advertising investments by 20% compared to 2021
Baby and child care brand Johnson’s is introducing a new positioning under the Science Activated by Your Care concept. The strategy seeks to get closer to the public millennial and Generation Z and aims to reinforce the scientific elements behind the products.
The new phase of the brand will have an increase in advertising investments by 20% compared to 2021, which also involves the presence in a greater number of platforms and media.
To implement the initiative, the brand entered the Fantastico (TV Globo) range, with a film from the glycerin soap line. Created by the agency Suno United Creators, the video is based on the argument of Love that science cannot explain, showing the importance of the division of tasks and the transformation that babies cause in people’s lives.
The film is about those special moments that activate a new, potent and indescribable feeling and transform you. about becoming a father, mother, grandmother or someone who will be there for the baby, doing their best”, says Bertha Fernandes, senior manager of child care brands at Johnson & Johnson Consumer Health.
Part of the activation also has a pool of influencers who are fathers and mothers, such as Giovanna Ewbank, Rafael Zulu & Aline Becker, Paulo Tardivo & Tiago Pessoa.
