Johnson's Baby: JOHNSON'S BABY SUBMARINE

Credits & Description:

Advertiser: JOHNSON & JOHNSON
Agency: THE MARKETING STORE
Category: Promotional Item Design
Creative Director: Alexandre Silva (The Marketing Store)
Product Design: Helton Magalhães (The Marketing Store)
Account Manager: Joana Penna (The Marketing Store)
Art Director : Levy Mota Hosoume (The Marketing Store )
President: Marco Antonio Salotto (The Marketing Store)
Engineer: Renato Silva (The Marketing Store)
Product Design: Vitor Morinishi (The Marketing Store)
Engineer: Sergio Watanabe (The Marketing Store)
Marketing: Victor França (Johnson/Johnson)
Marketing Manager: Evelin Giometti (Johnson/Johnson)
Trade Marketing Manager: Sabrina Conz (Johnson/Johnson)
Planner Director: Albano Neto (The Marketing Store)
Planner: Blanda Grazzi (The Marketing Store)
Ceo: Genival Brito Jr. (The Marketing Store)
Quality And Supply Director: Gilson Silva (The Marketing Store)
Trade Marketing: Guilherme Figueiredo (Johnson/Johnson)
Copywriter: Paulo Vasconcellos (The Marketing Store)
Creative Director: Rodrigo Allgayer (The Marketing Store)
Account Director: Rogerio De Azevedo (The Marketing Store)

Implementation
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.

Client Brief Or Objective
Johnson’s Baby Shampoo is the brand preferred by mothers and the leading children’s shampoo in Brazil. The problem is that the traditional packaging that pleases mothers has little appeal to children. And with the appearance of new players offering licensed-design packs that are more entertaining and appealing to children, the brand has been losing ground in segments where the child plays a more active part in choosing the brand of shampoo.

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!

Brief Explanation
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.