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Johnson's Baby
Johnson's Baby & Circo Partnership

RAN IN: North America

CLIENT
Johnson & Johnson

Lori Kangas, Sr Manager, Shopper Marketing
Kelly Fanning, Director of Marketing
Heather Campain, Director, Shopper Marketing
John Maring, Director, Customer Development
Rich Simpson, Sales Strategy Director

AGENCY
Nsight Connect *Lead Agency

DyShaun Muhammad, Senior Vice-President, Client Services
Melissa Bang, Management Supervisor
Brandi Machus, Account Executive
Adam Celing, Creative Director
Meghan Gates, Associate Creative Director


Circo Brand


Crowdtap


RF Binder


SUMMARY

Johnson's Baby was losing relevance at Target due to millennial moms' shift towards 'new & unique' over 'tried & true.' Launching off a clear, compelling shopper insight, we partnered with Target's own Circo brand to reinvent and contemporize our equity with 11 exclusive bottle designs. Bottles coordinated back to stylish towels and wash cloths, providing a total bathtime solution that aligned with Target's key strategic pillar for style. We successfully changed the perception of our brand, exceeded all objectives and earned Vendor of the Year for the Target baby category.

CASE STUDY

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CASE VIDEO


Hero Medium: PACKAGING

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;ECOMMERCE Pre;ECOMMERCE During;ECOMMERCE Post;MOBILE/TABLET Pre;MOBILE/TABLET App;PACKAGING Pre;PACKAGING During;PACKAGING Post;PR Pre;PR During;PR Post;PRINT Pre;PRINT During;PRINT Post;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;SHOPPER INVOLVEMENT Pre;SHOPPER INVOLVEMENT During;SHOPPER INVOLVEMENT Post;SHOPPER INVOLVEMENT WOM;SOCIAL MEDIA Pre;SOCIAL MEDIA During;SOCIAL MEDIA Post

Audience: Mothers

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English