Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s baby powder Creative Agency: - Credits: Samantha Tay (Associate Director), Jade Chong (Media Manager), Wendy Tan (Senior Media Planner), Farriz Yousof (Media Buyer), Karen Ong (Marketing Manager, Johnson & Johnson Sdn Bhd), Goh Saki (Senior Brand Manager, Johnson & Johnson Sdn Bhd), Samantha Chan (Management Trainee, Johnson & Johnson Sdn Bhd)
In-store is highly cluttered with no differentiation. We had to make Johnson’s baby powder stand out amongst the sea of displays and also communicate effectively that the Johnson’s powder can absorb sweat. The main challenge was bring out product relevance in absorbing sweat in the air-conditional hypermarkets.
We understood that Mothers know that kids sweat a lot once they are back from the playground. Leveraging on this association of play & sweat, we decided to utilize our POS and convert it into a lively playground ! This would attract the kids and Mothers could immediately relate to the product relevance when they saw their kids sweating it out in the playground.
The colourful playground POS was placed into major hypermarkets nationwide. The playground POS not only displayed the product, it also had a kids football game and other kiddy stuff. This worked as a magnet for kids as when they saw it, they gleefully ran to it & dragged their mothers in tow.
The innovation attracted more than 1,902 families across the major hypermarkets nationwide. Johnson’s Powder registered a record breaking +5% growth in market share. The Shares went from 44% to 49%, an all time high for the category in just a month.