Creative Brief
Johnson’s current approach in the United Sates is to soothe new mothers and encourage bonding with their baby. Their website and ads express total serenity and domesticity. There are a lot more people who would find their current approach unexciting, but could still make good use of their products.
What about the parents who are not fearful about harming their child during bathtime, or whose children are perhaps a little bit older? Can we reposition Johnson’s baby products to also reflect a more dynamic, creative parenting style?
Johnson’s Baby products are marketed in different ways in different cultures. The television ads from Latin cultures especially, are very fun and dynamic, with dancing 4-8 year olds and not a parent in sight. One of their taglines loosely translates as “just a touch makes the world a better place.”
So much of the advertising for children’s products in the US capitalizes on parent’s fears. Injecting some fun into the quiet science of Johnson’s would refresh and expand on their current target audience. The new campaign will convey through interesting and unconventional illustration that Johnson’s baby product contribute to a happier, brighter childhood, leading to better life and world.
I hope it’s already evident to you how well this final campaign assignment went, compared to
Blockbuster and
Chuck E. Cheese’s. Some things changed, namely: I got sick of using stock photography and excited about my new skills from Computer Paint! I decided to blaze my own stylistic trail and found the work infinitely more satisfying.
For these first three illustrations, I let myself be inspired by the specific product, whether bubbly, powdery, or silky. I used photos and paintings as reference for my figures, and tried to choose colors more daring than that of your typical baby palette.
The redesign of the Johnson’s baby bottle was especially fun to work on. I photographed a bottle I found and simulated the rest. The goal was to make the product look and feel more enchanting, like a precious vial.
Have a look at Johnson’s
website to really understand the before and after process here.
Johnson’s has put out a great deal of infant health and parenting information. I reimagined what these booklets could look like.
And wouldn’t it be nice if Johnson’s created a personal calendar/journal for parents of newborns, complete with thoughtful writing prompts, age-appropriate development information, and inspiring art? Here you can browse the first few pages.
Last, and pretty much least: a packaging idea for Johnson’s gift baskets!
