ABOUT

Concept: To introduce parents of children aged 0-24 months to the brand's new product offering - JOHNSON'S® Baby Conditioner - reflecting the values of quality, integrity and the utmost in care. The primary objective was for the parent to download the coupon and make a purchase

Execution: The strategy was to appeal to the parents' desire for bath time to be an opportunity for strengthening their relationship with their child. I appealed to their fear that bath time can be challenging and used the subhead to show the fear could be turned in to a joyful experience.