Johnson & Johnson

Kelly Gottfried, Brand Director

BBDO New York *Lead Agency

Jessica Townsley, SVP, NA Team Lead
Sangeet Pillai, SVP, Group Planning Director
Paul Roebuck, EVP, Worldwide Senior Business Director
Danny Searle, Chief Creative Officer and Vice Chairman BBDO Asia
David Lubars, Chairman & CCO, BBDO Worldwide
Mandana Hoveyda, Creative Director
Gina Christie, EVP, Senior Director
Pebble Goh, Creative Director

J3

Nicole Bouquet, VP, Group Partner, Strategy

JOHNSONS had seen sales, share, and relevance decline for a decade due to a changing competitive landscape and a new era of parents. To make matters worse our brand image was decaying as a result of negative press exposing chemical ingredients. So we removed ingredients Moms questioned, like parabens, and explained why we kept fragrance. The scent, the lather the very ingredients being removed from the category help baby grow and develop. Our perceived weakness became our strength and we increased sales and share while stemming equity decline.