One of the pain points of being a parent is a baby that doesn't sleep throughout the night, causing sleepless nights. In reality, a parent will always have sleepless nights, regardless of how old their baby is.
Thus JOHNSON’S® BEDTIME® was launched globally with that human truth - JOHNSON’S® can't help a parent through all those sleepless nights but maybe tonight the JOHNSON’S® BEDTIME® routine can.
To make the campaign JOHNSON’S® ownable, colour cues from the JOHNSON’S® BEDTIME® packaging provided inspiration for the look and feel. Several key visuals were produced for the global launch.
The tv commercials focused on the 3 step JOHNSON’S® BEDTIME® routine.