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50 years of no more tears

50 years of no more tears

Mum’s Loving Touch + NO MORE TEARS® = Laughter at Bath-time

This week Profero, the leading full-service independent digital communications agency, are delighted to announce the launch of the new Johnson’s Baby campaign marking “50 Years of No More Tears.”

Running in the UK, but rolling our across Europe in the coming months, the campaign is a celebration of the landmark Johnson’s Baby brand, looking both back on half a century of trusted brand history and forward to another fifty years of excellence and quality.

Briefed with the proposition “No more tears and a lot more laughter for fifty years” Profero have created a campaign marking a creative departure from traditional Johnson’s brand tonality and a shift to a more contemporary look and feel, in line with a broader new creative direction and a more interactive user experience for 2009 and beyond.

The bespoke microsite focuses not only on the trusted brand values that NO MORE TEARS® has built over half a century, but also highlights the potential and possibilities of using the ultra-mild products in the future, most notably around the enjoyment and laughter for both mother and child in caring for and bathing a young baby.

The site contains downloadable information and ideas on fun bath-time “bonding” games and provides details of bathing hints and tips for each stage in a young baby’s development to help create an enjoyable bathing experience.

The site is genuine example of Profero’s capability to produce and implement a truly relevant global marketing campaign with the NO MORE TEARS® site generating interest throughout Europe, Asia-Pacific and North America for adaptation for local markets.

Simon Walton, Senior Account Executive on Johnson’s Baby at Profero says: “We wanted to put together a piece of work that recognises not only the brand’s proud heritage but also its rich future. By offering consumers a genuine interactive online experience we believe that we are delivering the brand’s evolving message in a clear and engaging way for mums in the 21st century.”

Amanda Broderick, Marketing Manager at Johnson’s Baby says: “We are delighted with the work Profero have developed to help celebrate 50 years of NO MORE TEARS®. The campaign has enabled us to engage with pregnant women and mums by providing relevant information and ways they can bond with their baby. It is an important milestone for us as it not only celebrates our commitment to science but also demonstrates our baby care expertise.”

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