Johnson's in wipes overhaul

LONDON - Johnson & Johnson is relaunching its Baby Wipes range to differentiate itself from competitors and maintain its position as the UK market leader.

The revamped packaging, by Lewis Moberly, will be rolled out from this month across Europe and the Middle East. The new design will cover Skincare Wipes, Fragrance Free and Extra Protection Wipes in all formats, including single packs, which contain 24 wipes, standard 64-wipe packs and all multipacks.

The brand's signature pink colour has been retained and is used across the left-hand side of each pack to create consistency when the packs are merchandised together. The right-hand side carries a colour-coded band to differentiate each variant; a blue band signifies Skincare Wipes, with white for Fragrance Free and green for Extra Protection.

The company has retired the mother and baby duo seen on previous packs and cast a new infant, who is pictured moving toward the consumer with his mother in the background. The photograph is framed in a teardrop shape to emphasise the brand's long-running 'No more tears' positioning, with the strapline appearing on a red teardrop device alongside the photo.

A Johnson & Johnson spokesman said it was important to use photography and graphics to differentiate its offering because laminate brick packs are used across all brands in this category. He added that the existing packaging had not been communicating its premium and gentle positioning.

The brand had a 27% value share of the UK baby wipes category in the year to March, according to IRI. Johnson & Johnson increased its sales by 20% in 2005-2006, up from £130m-£135m to £155m-£160m in the 52 weeks ending April 2006, according to TNS Worldpanel data for Marketing's Biggest Brands.

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