Brand Rebirth

BRAND REBIRTH

JOHNSON’S®, the iconic baby and child care brand, presents a historic global transformation with a new purpose and portfolio for 2019. To enhance the ‘Choose Gentle’ brand positioning, we invited everyone to reflect on births.

We created a special campaign that symbolizes the birth of 2019 and the rebirth of the brand: the turn of the year.

The first phase of the strategy started in the second half of December. At this moment, all our assets showed pregnant women and messages of hope around the new year that was about to begin.

At the exact moment of the new year’s arrival, all assets were replaced showing the same women but now with their newborns.

The birth of a new brand, a new year and 5 little babies. All happening at the same time on TV, social media and even in the company’s elevators.