10/2/2018 Ahead of ATL, Johnson's Adopts New Strategy For Their Product Launch - Marketing Mind

Ahead of ATL, Johnson’s Adopts New Strategy For

Their Product Launch
August 13, 2018    

Keeping up with times of social media, Johnson’s despite being a big brand kicked the
traditional way of doing their product launch. 10 days ahead of their TVC and Print
launch, Johnson’s held a big event only for mommy bloggers on the 8th of August.

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10/2/2018 Ahead of ATL, Johnson's Adopts New Strategy For Their Product Launch - Marketing Mind

#Choose Gentle

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10/2/2018 Ahead of ATL, Johnson's Adopts New Strategy For Their Product Launch - Marketing Mind

Source

Source
With the changing times, Johnson’s has launched a new range of their existing
products, which are now better in every way possible and of course gentler for the
children.
Some key things to be noted are, the products have the following
No Dyes
No Parabens
No Sulfates
No Phthalates
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10/2/2018 Ahead of ATL, Johnson's Adopts New Strategy For Their Product Launch - Marketing Mind

Highest IFRA Fragrance Standard

Each Product Tested For 12 Months

Source

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Reason Behind The Strategy

One of the prime reasons Johnson’s chose mommy bloggers event over the traditional
launch is leveraging both their social media influencer power and also their faith as
mothers, who are the primary TG for their brand. Conveying the change of their
products to mothers before the world, and especially those mothers who would, in
turn, reach out to thousands of others was a good strategy. The emotions that the
brand wants to connect with, will be best delivered by these social media influencers
community, who other mothers look up to and believe in.

The Event

With more than 100 mothers from across the country, the mega launch was held at
The ITC Maratha, Mumbai and saw the senior management of Johnson’s attending
and addressing the event. Deepali Agarwal, Head Baby Care at Johnson’s did not shy
away from answering any of the questions, curious mothers had. Along with the
product launch and fun activities for mothers, multiple demos to prove the gentleness
of the products were also organized.

“Johnson’s products have been a part of our family since years now, and we always
believed in the brand blindly, now when they have become even gentler than before,

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10/2/2018 Ahead of ATL, Johnson's Adopts New Strategy For Their Product Launch - Marketing Mind

there is no reason for me to not advocate the brand to all mothers. Being a mommy
blogger, I am responsible to communicate to my audience, with complete honesty
because it’s a matter of a child’s skin and I can’t take it lightly, hence before promoting
any childcare brand, I always make sure, that it is worth talking about. I try it, test it
and only then shout out loud about it. I have done the demo tests here at the event
with Johnson’s products and my faith in the brand has only gone up, they have
literally raised the bar, so all mommies can rest assured when it comes to Johnson’s,
said Aditi Malhotra,(IkreatePassions) a mommy blogger who attended the launch.

So would you #CHOOSEgentle for your children?

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