- Campaign concept
- Global marketing toolbox
- Film production
- Social media content
The challenge
Johnson’s Baby has been synonymous with baby care for generations. But as parents’ expectations shifted globally, they began looking for more natural ingredients and pared-back, fragrance-free formulas. With Naturally Sensitive, made with 98% natural-origin ingredients, Johnson’s Baby needed to show a new generation of parents around the world that the brand had grown with them.
Approach
We leaned into what smaller natural brands couldn’t compete with: 130 years of Johnson’s Baby science, research and global expertise. Rather than simply tell parents that Naturally Sensitive was made with natural-origin ingredients, we gave them the science behind the choice, bringing credibility to natural baby care in a way only Johnson’s Baby could.
Solution
Infant cognition shows us just how much comes naturally to babies. That scientific insight became Your Baby is a Natural: a global campaign celebrating babies’ innate abilities and the parents who help them flourish.
We translated the idea into a suite of films and assets across three markets, adapting each to reflect local parenting cultures while staying true to one universal idea.
Result
A global idea with local relevance. Your Baby is a Natural brought Johnson’s Baby’s scientific heritage into a new natural space. We created a distinctive platform for Naturally Sensitive that could resonate with parents across cultures, while giving each market the flexibility to make it their own.
