Title | SHARING POSTERS |
Brand | JOHNSON & JOHNSON (PHILIPPINES) |
Product / Service | BABY PRODUCTS |
Category | B01. Posters |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Entrant Company | BBDO GUERRERO Makati City, THE PHILIPPINES |
Advertising Agency | BBDO GUERRERO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
David Guerrero | BBDO Guerrero | Chief Creative Officer, Copywriter |
Dale Lopez | BBDO Guerrero | Executive Creative Director, Art Director |
Rachel Teotico-Yulo | BBDO Guerrero | Creative Director, Copywriter |
Lizther Castaneda | BBDO Guerrero | Art Director |
CJ Roque | BBDO Guerrero | Head of Accounts |
Berny Songco | BBDO Guerrero | Account Director |
Gelli Arabit | BBDO Guerrero | Account Manager |
Al Salvador | BBDO Guerrero | Producer |
Zeth Pascual | BBDO Guerrero | Print Producer |
Dan Fajardo | Illustrator | |
Ethel Sanchez | BBDO Guerrero | Deputy Head of Planning |
Natalie Ang | BBDO Guerrero | Strategic Planner |
Rizza Garcia | BBDO Guerrero | Head of Design |
Joy Panaguiton | BBDO Guerrero | Final Artist |
More and more moms are leaving Johnson’s with the belief that their growing babies need harder-working products. So once their babies become toddlers, 67.5% of moms transition them to family soap. This has resulted in an alarming sales drop off to -2% in early 2015. Contrary to what moms believe, their toddler’s skin is still continuing to develop. And family soap is far too harsh for their skin. It can cause dryness, irritation, and impede proper skin development. So Johnson’s needed to educate moms that baby’s skin is still growing and in need of proper nourishment.
Johnson’s has dedicated numerous years to understanding child skin care. They make sure that children get so much more, by providing mothers with safe, clinically proven mild, and gentle products and also those that engage the senses when used with their child’s bathing routines.
The campaign was launched with The Sharing Story. A book about not sharing soap, hidden in a book about sharing. We spread the education through posters that showed moms how sharing isn’t for everything and could lead to harmful consequences. Like sharing hugs with a cactus or sharing a chocolate bar with a carnivorous reptile. And online, we released postcards mom could share with their kids showing when sharing is good and when sharing is bad. The campaign was such a success, Johnson’s Bath sales spiked up to +2% on its first few weeks of launch.
Johnson’s found that most moms love to teach their kids the value of sharing. Not realizing that sharing can be harmful too. So we thought to create an unusual educational campaign. One that would continue to help moms teach their kids sharing is good, while simultaneously learning why sharing is sometimes bad.
The campaign was launched with The Sharing Story. A book about not sharing soap, hidden in a book about sharing. We spread the education through posters that showed moms how sharing isn't for everything and could lead to harmful consequences. Like sharing hugs with a cactus or sharing a chocolate bar with a carnivorous reptile. And online, we released postcards mom could share with their kids showing when sharing is good and when sharing is bad. The campaign was such a success, Johnson's Bath sales spiked up to +2% on its first few weeks of launch.