The TV ad, created by Lowe London, features a mother and child with a bottle of its 1950's packaged baby lotion, which morphs into the pink bottle it uses today. It carries the strapline ‘The original baby softness' and aims to reinforce the brand's heritage and progression.
The ad will be supported by print and online activity. Further work for the campaign will be appear later in the year.
Last year, Johnson's ran a campaign for its baby lotion, which centred around a series of online podcasts aiming to highlight the emotional bond between a mother and baby by showing mothers in real life scenarios.
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