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
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.