'New' Johnson's Brings Pop-Up Nurseries to Walmart

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'New' Johnson's Brings Pop-Up Nurseries to Walmart

By Patrycja Malinowska - 09/18/2018

Johnson & Johnson created mock nurseries in Walmart's aisles to build excitement around new Johnson's baby products.

The "baby nursery tour" events took place in the aisles of baby departments at participating stores earlier this month. A carpet, baby furniture and toys created a setting for showcasing a plethora of Johnson's baby products. Large standees touted product attributes such as the exclusion of parabens and phthalates while depicting a #ChooseGentle hashtag.

The nurseries were staffed by ambassadors in branded T-shirts that handed out goodie bags containing product samples, a coupon for $1 off any Johnson's product, descriptions of new items and Milkmakers lactation tea to the first 50 shoppers per location. The nurseries also were outfitted with iPads running Walmart's mobile application, enabling shoppers to browse the new items and their descriptions on the retailer's site.

A "The New Johnson's" walmart.com brand showcase touted the brand as "new & improved, inside & out," showcasing the brand's "classics" products as well as:

  • a new CottonTouch line "formulated for a newborn's delicate skin."
  • a Bedtime collection "to help baby fall asleep faster & stay asleep longer."
  • baby gift sets bundling several products.

The showcase also delivered how-to videos and a locator letting visitors find stores hosting the nurseries, while also encouraging consumers to sign up for the retailer's baby registry. A home page carousel ad depicting a "bath discovery" gift set combining Johnson's and Desitin products linked to the showcase.

The account-specific overlay is part of Johnson's national efforts to reinvent itself amid litigation alleging a link between Johnson's baby powder and ovarian cancer, and new competition from startups and natural products.

"What parents saw were ingredients on the labels that they didn't understand, words that they couldn't pronounce, and all that was amplified by a friend or cousin on Facebook about how toxic the ingredients were … we were losing market share and share of mind," Alison Lewis, global chief marketing officer of consumer goods at J&J told AdAge.

In response to how consumers were looking at its products, the brand challenged every ingredient's reason for being. The product line now has half the ingredients it once did, with 96% of them being naturally derived, senior director of Johnson's Baby Care U.S. Sarita Finnie told AdAge. Packaging was also redesigned with helpful tweaks such as pumps that can be used with one hand.

A national ad campaign under the tagline "Choose Gentle" launched this summer, with creative now starring dads and grandparents in addition to the usual moms. It includes TV spots, print ads in magazine such as Meredith Corp.'s Parents, FSIs, email blasts from the brand, online display ads on websites such as Yahoo (as well as amazon.com and cvs.com) and paid search ads. Media behind the effort is 70% digital and heavily mobile. Interpublic's J3 and independent MediaMonks are handling media, with IPG's DeVries Global handling PR and influencer work along with VaynerMedia, AdAge reported.

Walmart and Johnson's had also teamed up last summer. Then, the brand had positioned its baby products as something adults can use by promoting baby-product beauty hacks across the social stratosphere.