Johnson's Baby hunts UK agencies to differentiate from own-label

Johnson & Johnson's babycare arm in the UK, Johnson's Baby, is seeking agencies to help it differentiate further from own-label rivals.

Johnson's Baby: looking to differentiate from private label
Johnson's Baby: looking to differentiate from private label

Campaign understands the brand, led by group marketing manager Niamh Finan, will brief several UK agencies to turn the creative concept into a fully integrated digital, PR and in-store campaign.

The brand plans to launch the best idea in the third quarter this year.

Johnson & Johnson is losing market share in babycare categories, as price-conscious consumers opt for own-brand products from supermarkets and retailers such as Boots, according to data from Nielsen supplied to Campaign.

The value of the baby wipe category in the 52 weeks to 25 June came to £187.2m, with Johnson & Johnson holding 14.1% market share, a year-on-year decline of 21.6%. Own-label competitors held 42.5% of the market, up 6.5% year on year.

The story in baby toiletries was similar, with the total market at £95m over the same period, and Johnson & Johnson holding 44.4% of the market, a decline of 6.8%. Private label was up 2.3% to 11.2% of the market.

In the US, Johnson & Johnson is fighting more than 1,000 lawsuits for ignoring studies linking its talcum powder to an increased risk of ovarian cancer.

Johnson & Johnson would not comment.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).