Johnson’s baby products aren’t just for babies. Over half the brand’s volume was being used by adults. The brand team wanted to understand why. Our projective techniques showed that the brand’s appeal went well beyond the functional benefits. The fragrance evoked a time when these adults were safe, cared for and loved. Even big, tough men used the brand as a way to connect and be loved.
Adults who use Johnson’s baby products wanted to be babied themselves.
These insights led to several successful marketing initiatives directed at adult users. It also helped to reinforce the importance of this nurturing emotional need in the mainstream advertising campaign.
“Brandgarten helped us figure out how to grow adult usage of our Johnson’s baby products business by better understanding the emotional connection, both women and men, had to the brand. The insights Brandgarten uncovered were amazing and critical to helping develop our brand growth strategy. Brandgarten not only led the research but also developed dozens of insight-based concepts we could test coming out of the research, which made the insights immediately actionable.”
-Fred Koberna, Director Global Consumer Insights, Johnson & Johnson
“The insights Brandgarten uncovered were amazing and critical to brand growth.”
DIRECTOR GLOBAL CONSUMER INSIGHTS | JOHNSON & JOHNSON