Johnson & Johnson: Supporting kids’ growing independence with Johnson & Johnson at Boots

Johnson & Johnson, a pharmaceutical company, increased sales during the COVID-19 pandemic by launching an in-store activation in partnership with Boots that celebrated kid's independence as they grow up.

Executive Summary

Our high street was thrown into a footfall crisis during the coronavirus pandemic. This, coupled with a declining kid's toiletries category, meant Johnson & Johnson and Boots needed to join forces, and quickly. Giving parents a reason to go back to Boots, understand why kids skin is different and prevent the trade up into adult categories too quickly.

Through a co-creation workshop we developed the idea of 'Big Explorers', tapping into that key development point of baby to 'I'm a big kid now!' Our creative celebrated kid's independence with a disruptive and experiential in store campaign across 294...

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