APL unveils launch work for Johnson’s Baby moisturisers

Ammirati Puris Lintas has created a campaign to launch Johnson’s Baby Protective Moisturiser range.

Ammirati Puris Lintas has created a campaign to launch Johnson’s

Baby Protective Moisturiser range.



The ad, which breaks on 18 January, features a young daughter imitating

her mother performing her beauty routine to the tune of Anything You Can

Do, I Can Do Better.



Johnson & Johnson is launching the range, which includes a moisturising

cream and lotion, with the knowledge that a lot of adult women already

use its Baby Oil and Baby Lotion products on themselves.



The advertising also targets mothers, who can share the product with

their babies. Research shows that, although most women use moisturisers,

only 12 per cent of mothers use moisturiser on their babies.



APL’s international account director, Piers Pollock, said: ’We were

looking to capture the unique relationship between a mother and her baby

to reflect the trust consumers have in Johnson & Johnson products, while

encouraging women to use the new Protective Moisturiser in their

everyday routine.’



Sarah Wrench, Johnson & Johnson’s marketing manager, said: ’We are very

excited about this new piece of advertising. It represents a step change

for Johnson’s Baby; we are confident it will build awareness and drive

sales as well as enhance the equity of Johnson’s Baby skincare.’



The ad was created by Nick Shackleton, a copywriter, and Roger Stanier,

an art director. Trevor Leighton directed the ad through 2AM Films.

Media buying on the campaign is through BMP Optimum.



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