Results and Effectiveness

Kids fell in love with bathing and Johnson’s Baby again, and they showed us through their cool bathing moves that became a habit in Taiwan. All key brand indicators including Relevance, Presence, Performance and Advantage improved by up to 3% respectively. The jingle also became a hit and drove Johnson’s funded YOYO program rating up significantly from 0.6 (average) to 1.6. This fuelled a dramatic sales increase for Johnson’s Baby new product by +392% in just ONE month and total Johnson’s baby shower gel by +23% YOY. Most importantly, for only US$66k we made naughty kids happy in bath times!

Creative Execution

Aiming to generate a greater exposure with only US$66k budget, we partnered with Taiwan’s most popular children channel - YOYO TV. However, Taiwan’s strict TV regulation prohibits any appearance of brand logo or product name in advertisers funded programs. This meant that we had creatively bridge TV with bath using our product concept to stimulate kids in bath times. Working with YOYO TV, we wrote an exclusive 1 minute and 43 seconds long Jingle using our product concept as the lyrics to educate kids and excite them with a dance routine taught by the two program hosts for kids to move along with the rhythm. To help mums, a series of 1-minute mini-programs provided ‘happy bath tips’ and 10-second TV reminders on every morning, afternoon and late evenings across the three summer months prompts kids to practice Johnson’s Cool Baby Dancing bath and sing with mums.

Insights, Strategy and the Idea

As an old brand in Taiwan, Johnson’s Baby was trailing in brand appeal among mums with toddlers. Other than choosing its product benefits, the brand was lacking relevancy in the consumer’s life. We needed to re-establish consumer connection and ‘refresh’ Johnson’s Baby’s brand image with a new product ‘Herbal Cooling Bath’ in the summer. Bath time is a tug of war between mums and kids and for Taiwanese mums the only way to get naughty kids to bath is by scolding (that often ends up in tears)! This was our opportunity to alter the situation. To help mums, we turned a ‘boring’ home bath into a ‘Cool Dancing Baby’ bathing experience, by fusing kids’ favourite singing and dancing activities inspired from TV programs into our unique product experience. We brought the fun time of TV watching into bathing and made naughty kids fall in love with bathing with mums!