The idea was to recover communication properties developed by Johnson & Johnson so long ago, but still powerfully present in the target’s memory.“The Little Blue Man”, a cartoon character created to be the brand’s prolocutor, was personified to interact with the target (mothers and children), distributing cotton candies resembling cotton stubs.

The presence of The Little Blue Man in the exits of schools distributing cotton candies in the format of cotton stubs powerfully cheered children and aroused mothers’ empathy. The fact also attracted the attention of the press, generating expressive publicity. In the regions where the action took place, Johnson’s cotton stubs were definitely consolidated as a premium brand in the segment.