Trust – Integrated
Johnson's Baby
Challenge:
Amidst the on-going crisis, we needed to connect back with consumers, to re-assure them about our commitment on providing products that are safe and pure, mild, gentle-and ultimately, to recover Johnson’s sales for balance of year.
Solution:
We look at some signs of TRUST regarding Johnson’s Baby. Over 4400 HCPs signed up in our survey to express their trust in JB.
While skeptical about Johnson’s because of the crisis, moms still recognize the relationship they have with Johnson’s and they only want endorsements from credible experts/fellow moms to make them reconsider Johnson’s safety claims.
The Idea: We trust Johnson’s forever.
Results:
In terms of equity, 12 of 15 the desired attributes ratings , returned to 2008 levels. Observed volume-share growth in all categories, along with purchase intention.
