Cannes Lions

JOHNSON'S BABY SUBMARINE

THE MARKETING STORE, Sao Paulo / JOHNSON & JOHNSON / 2013

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Overview

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Credits

Overview

Description

Our challenge was to make the product more appealing to children without changing the traditional pack that mothers have come to trust so much. Bath time is showdown time for mothers. They like to count on the security of a traditional, quality product, but if the fun element is missing they are fighting the battle single-handed.

Execution

The solution was to add a layer of fun to the product. Without any changes to its functionality, the product could be transformed into a submarine almost by a stroke of magic, transporting the child to an imagination-filled world of fun, just perfect for bath time!

The submarine is easy to assemble and its parts, which were designed to ensure total safety for children, are sturdy, non-toxic, and cannot be swallowed.

Besides this, the submarine has a feature that would please any child: a spout that squirts water at the touch of a button, making bath time even more fun.

Outcome

The Johnson’s Baby Shampoo submarine was introduced in the Brazilian market on October, 12th, 2012, and enjoyed immediate success with both mothers and children. The 500,000 promopacks with no media support, were quickly sold out. Each promopack included shampoo and conditioner, promoting use of both products in the Johnson’s Baby line. An added advantage of the submarines is that that they guarantee repurchases of Johnson’s Baby Shampoo because no other product fits into them.

But the best result of all is that bath time is now much more fun. Just ask the moms!

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