Johnson's Baby: Different Strokes - The magic of touch

This case study describes how Johnson Baby, a category leader in baby care in India, carefully targeted paediatricians across the country to stem its decline in sales.

Johnson's Baby: Different Strokes - The magic of touch

Campaign details

Agency: FCB Ulka Advertising Private LimitedClient: Johnson's BabyCategory: Pharmaceutical / Healthcare

Executive summary

Product description

Johnson & Johnson has operated in India for over six decades, leading the baby care category. Johnson's Baby Massage Oil is a mineral oil-based moisturising product. As a premium priced product it moves only on doctor recommendation. Recommendations had stagnated at 54% in 12 months, which had a negative impact on sales

Objective of the campaign

Our target audience: 10,000 paediatricians across the length and breadth of India. The...

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