LEADING baby care products company Johnson & Johnson Sdn Bhd (J&J) plans to spend more than RM10mil this year for advertising and promotion (A&P).
Its marketing director Winnie Khor said J&J hoped to increase its advertising spending compared to last year's, but it would at least maintain the spending at the same level.
“The economy may go up or down, but that's a cycle of life. We should still advertise because at the end of the day, we want to be loyal to our customers and not just be there for the good times,” she told StarBiz.
“There are babies born everyday and we believe we have to be there. Ultimately consumers will remember that Johnson’s Baby is loyal to them.”
She noted that consumers had rewarded Johnson’s Baby for being loyal, as seen by the increase in its market share across all baby care categories last year despite the decline in the overall market.
Besides Johnson’s Baby, other brands under J&J include Johnson’s ph5.5, Clean & Clear, Neutrogena, Carefree and oB. J&J is the market leader in categories such as baby shampoo, bath, lotion, oil and powder.
In any given year, J&J would have nine to 10 TV commercials, Khor said.
Its latest is a 40-second Johnson’s Baby commercial for Mother’s Day, which began airing yesterday and will run until the end of the month. She said this was “above and beyond what we (J&J) usually have”, being Johnson’s Baby’s first TV spot dedicated to Mother's Day in more than a decade (usually it was either print or radio advertising).
Khor said the commercial, shot in black and white, did not show a single Johnson’s Baby product, focusing on the emotional relationship between mothers and their babies.
“The message we want to deliver is that she (the mother) would derive something out of Johnson’s Baby, whether a functional benefit since our products help her take care of the baby, or an emotional benefit because our products help her bond with her child.”
The commercial, with no voice-over except the song You’re My Everything, shows a baby sleeping on her mom's shoulder, followed by the words My pillow onscreen. Then the baby riding on his mother’s back with the words My motorcar, the mother spoon-feeding him with the words My Restaurant and the mother swinging the baby around with the words My Merry-Go-Round. The ad ends with the words My Everything and Happy Mother’s Day.
Lowe & Partners Sdn Bhd is the advertising agency for Johnson’s Baby for more than 15 years. Its creative group head Baldish Kaur said that initially the campaign for Mother Day’s was supposed to be just a print ad, but two days prior to her agency’s scheduled presentation to the client, the creative team decided the idea was strong enough for a TV campaign.
“From the time the project was presented to the client (April 23) to when it was aired, it took just 2½ weeks. From the client to the agency to the production house, everybody bent backwards and pooled their resources together to make the project a success,” she said.