Changes in formulation, packaging
At an event held in São Paulo, Johnson & Johnson detailed the changes the company has made to its most iconic brand: Johnson's Baby. The movement began in the company's home market, the US, and was reported firsthand by Meio & Mensagem after an interview by global CMO Alison Lewis with M&M editor-in-chief Jonas Furtado during Cannes Lions in June.
Now came the details. André Mendes, CEO of J&J Brasil, highlighted the emotion of celebrating 85 years of the company in the country, where it is present in eight out of 10 homes. “And today we are going to redefine quality and purity in baby products,” he said.
The Johnson's Baby line, which will begin to hit the market in January, had changes in formulation, packaging and the organization of products at the point of sale, which is now separated on the shelves by age and stage of children's development. Everything was done based on 26 interviews around the world with caregivers, fathers and mothers, the main conclusion being that the two most dear factors to them are quality and safety.
designed packaging
Fabiana Gargaro, vice president of R&D, says that now 90% of the ingredients are of natural origin and the products do not contain sulfates and even dyes (the colors were for the new packaging designed by the design studio that J&J maintains in New York, and a complete remodeling of the flasks had not taken place since 1973). In addition, lotions are dry to the touch, so they don't leave a residue on baby's skin, and both shampoos and soaps have mild fragrances.
Biggest investment in 2019
José Cirilo, marketing director at J&J, recalls that the company cannot provide specific numbers about brands, but guarantees that Johnson's Baby will receive twice as much investment in 2019. The line in Brazil has been gaining market share for two and a half years and the objective is that it continues to be one of the company's growth levers in the country.
In advertising, the new brand will be born along with the New Year: the first film, starring pregnant women, will be aired on December 31st and the second, with babies and the message "Happy New Year Johnson's" starts to be shown on December 1st. January 2019. In addition to the two commercials created by DM9, another institutional one about the new brand positioning – “Purity that Inspires” – will also be aired (this one done by global).
Digital continues to receive attention from J&J: “For millennial parents, online is increasingly relevant”, highlighted Cirilo. For them, J&J also created its first artificial intelligence, named Jojô, whose objective is to help answer parents' questions at all times of babies' lives and, on the other hand, make the platform evolve, learning from them.
Currently, 30% of J&J's investments are in digital.
Source: Meio & Mensagem
Available in: http://www.meioemensagem.com.br/home/marketing/2018/10/09/jj-apresenta-nova-johnsons-baby.html
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