Every precious drop
Johnson's Baby
Challenge
At over 130 years old, Johnson's Baby is the world’s number one baby and child care brand. Its enduring legacy was built on offering products that strengthen skin and hair while being gentle enough for newborns.
At over 130 years old, Johnson's Baby is the world’s number one baby and child care brand. Its enduring legacy was built on offering products that strengthen skin and hair while being gentle enough for newborns.
To connect with modern parents, Johnson’s Baby needed to embrace a timeless and universal truth about the precious relationship between parent and baby. This meant evolving beyond product-specific truths like "No More Tears," allowing iconic assets, such as the teardrop shape, to stand for moments of deep, meaningful connection.
Solution
Johnson’s Baby protects what’s precious – precious skin and hair and moments of bonding. To ensure every brand element consistently reflected this truth, the familiar tear drop was transformed into the Johnson's Baby drop, making it the centerpiece of the new brand expression. This symbol, historically tied to a “no tears” product benefit, now embodies a profound new meaning: "the more you pour in, the more you get out,"
Johnson’s Baby protects what’s precious – precious skin and hair and moments of bonding. To ensure every brand element consistently reflected this truth, the familiar tear drop was transformed into the Johnson's Baby drop, making it the centerpiece of the new brand expression. This symbol, historically tied to a “no tears” product benefit, now embodies a profound new meaning: "the more you pour in, the more you get out,"
Results
Extensive consumer testing confirms the new brand expression resonates deeply with parents today, and, the updated brand expression has resonated positively across all key regions of the world, indicating its appeal and strategic effectiveness.
Extensive consumer testing confirms the new brand expression resonates deeply with parents today, and, the updated brand expression has resonated positively across all key regions of the world, indicating its appeal and strategic effectiveness.
Creative Director. Design Bridge and Partners. Global.
Complementing the drop, a refreshed color palette and considered typography evoke warmth, safety, and approachability, visually aligning the brand with modern parental values. A new photography style celebrates authentic caregiver-baby connections, focusing on intimate, natural, skin to skin moments during bathtime and skincare routines.
A new brand character, born from the drop, was introduced onto the pack and into the world, to remind parents of their own adorable babies and the special connection they share.
Bathtime and other skincare routines, rituals central to Johnson's Baby, play a crucial dual role. Beyond physical protection, these moments create invaluable "us" time, fostering a bond and building emotional strength for babies–a moment of connection second only to breastfeeding.
