Johnson's Baby: Herbal Bath Time

This campaign launched Johnson's Baby Herbal Cooling Bath in Taiwan. The product was developed to refresh a toddler's skin without irritating it during the hot and humid summer months.

Johnson's Baby: Herbal Bath Time

Campaign details

Brand owner: Johnson & JohnsonAgency: OMD TaiwanBrand: Johnson's BabyCountry: TaiwanChannels used: TelevisionMedia budget:Up to 500k

Executive summary

Johnson's Baby Taiwan had undergone tough challenges, which in turn affected sales increase in 2011. As a long-established brand, consumers felt that Johnson's Baby was of low relevance, and had nothing new and distinctive to offer.

Securing sufficient awareness and recouping brand appeal amongst mums with toddlers was necessary. We created a new attraction with the launch of Johnson's Baby Herbal Cooling Bath to meet...

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