The Challenge

• Johnson’s Adult lacked a brand image & personality as a result of fragmented communications which reflected a different look & feel for each product category
• The strong association with the Johnson’s Baby brand resulted in a lack of emotional connection & relevance
• Johnson’s Adult was planning expanding their product portfolio & were therefore taking on strong, established competitors like Nivea, Dove & Pond’s

The insight

The skincare category revolves around beauty & false promises not care.

The inspiration

In order to be able for Johnson’s to get more bang for their buck, a master brand strategy was recommended.  A new positioning was needed that would be able to span across a variety of skincare categories.

The new brand DNA is centered on Johnson’s authenticity, being about skin-CARE & not beauty.  It was also crafted to connect with consumers on an emotional level - a brand that is relevant & that gets her.  Johnson’s cares…

The creative idea

Healthy skin care has a positive outcome.  Once your skin is healthy and cared for, it will not only result in happy skin, but it will make you happy as well: Johnson’s makes skin happy…

The results

There was an increase in the sale of units since the launch of the new TVC (3 May 2010) - from 12.3% units in April to 15% in May 2010 (Source: Synovate Aztec).  The new TVC was the only brand activity during May.