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. 


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

Tribal Worldwide
Leo Tsui, President of Tribal Worldwide

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

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

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