Baby Lotion Value Ads

Like all proud, loving parents, Johnson & Johnson wanted each of their children to fulfill their potential. So when the lotions produced by JOHNSON’S® Baby and Aveeno (both members of the Johnson & Johnson family of companies), were discovered to be performing at an imbalance, Creative B’stro was brought in to quell their sibling rivalry.

Putting on our mediator hats, we sat down with the family and assessed the situation. It appeared that Aveeno lotion sales were rising, while sales for JOHNSON’S® Baby Lotion were falling short. Determined to restore the balance in this market share tug-o-war, we stepped in to intervene.

Creating five variations of onsite media (commonly knows as banner ads), in each one we pitted JOHNSON’S® Baby Lotion against an Aveeno counterpart. With headlines like “Naturally nourishing, comfortably priced,” we emphasized the lower price of traditional JOHNSON’S® Baby Lotion and JOHNSON’S® Vanilla Oatmeal Baby Lotion (in comparison to comparable Aveeno lotions), while reminding viewers of their gentle, nourishing and quality ingredients.

JOHNSON’S® loved our banners so much that they nabbed three out of five of our first round banner concepts for official production. After their debut online, praise for our JOHNSON’S® Baby Lotion banners came all the way from the top of JOHNSON’S®. And because we hate to see siblings squabble, we’re proud to say that we put this issue to bed fast. We finished the entire project—from conception to production—in just seven working days.