Ad Nut
May 9, 2019

Johnson's debuts new look and 'gentle' message in HK

A TVC addresses the pressure even kindergartners can face in the 'Choose gentle' campaign for Johnson's by Tribal Worldwide.

Johnson & Johnson started a global rebranding of all its baby-care products last year, and the new look has just debuted in Hong Kong through a campaign by Tribal Worldwide. 

The brand's new-look packaging.

The 60-second spot above revolves around the stress of a kindergarten interview, gently reminding parents that it's a good idea to laugh with and tickle their kids instead of demanding that they act like tiny adults all the time.

In addition, the campaign includes a 15-second TVC (below), social and digital content, print advertising and in-store promotions.

Print ad

Ad Nut still has a hard time believing that kindergarten interviews are even a thing. 

CREDITS

Johnson & Johnson
Chloe Kwok, Head of Marketing
Fiona Cheung, Group Brand Manager
Roy Lei, Marketing Executive

Tribal Worldwide
Management:
Leo Tsui, President of Tribal Worldwide

Social:
Zeni Wong, Director of Social & Content
Daniel Leung, Social Media Executive

Creative:
Kit Yu, Associate Creative Director
Sam Wong, Art Director
Yo Choi, Associate Art Director
Norman Yau, Copywriter

Account Servicing:
Agnes Wong, Senior Account Manager
Jean Ng, Account Manager
Maegan Mok, Senior Account Executive

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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