New Johnson's global movement highlights benefits of bath time for babies
SKILLMAN, N.J. — Johnson's brand has revealed a new global campaign, dubbed “So Much More,” that is about enhancing rituals, including bath time, to stimulate baby’s senses and providing parents an opportunity to nurture baby’s ability to learn and grow.
The movement is being ignited with expert panel events in seven countries around the world and a new advertising and social campaign.
According to Johnson's Global Bath Time Report, 84% of parents say bath time is some of the best quality time they get with their child, yet many parents underestimate its power and benefits. In fact, the Report, an online survey of more than 3,500 parents of young children around the world, conducted by Harris Poll on behalf of Johnson's, found that more than half of parents (58%) say bath time is not extremely important to their child's brain development. Yet, emerging and foundational science reveals multi-sensorial experiences are critical to helping shape baby's growing brain.
The campaign is supported by 30 and 15 second English and Spanish TV spots that showcase bath as an enriching experience for baby. Created by BBDO, the global spots will feature a unique production style — a slow motion effect. Johnson's is also partnering with BabyCenter on a homepage takeover in multiple countries and interactive banner ads to build on the global movement.
"We're on a mission to show parents that every bubble, splash, touch and smell can contribute to baby's development," stated Kelly Gottfried, senior marketing director at J&J Consumer Cos. "We hope to communicate through the ‘So Much More’ campaign, that there is more to bath time than just cleaning your baby."
The movement is further powered by consumer touch points in the United States via the #SoMuchMore hashtag and also includes:
Academy and Grammy-Award Winning artist, author, philanthropist, and mom, Jennifer Hudson, supporting the campaign and helping parents understand how important bath time can be for happy, healthy baby development;
An integration with NBC's “Today,” print ad in People and homepage takeover of People.com;
Launching @JohnsonsBaby on Twitter and hosting a consumer bilingual Twitter party on Feb. 5 from 8 to 10pm EST;
Working with influential blogger groups, including The Motherhood, Latina Bloggers Connect and more, as well as brand advocates through CrowdTap, to create online buzz;
Original video content will be shared on Johnson's YouTube channel, including one family's story on how their instinct to hold and talk to their baby changed their lives; and
Driving consumers to an updated web site.
