After 125 years of baby care with Johnson's Baby, Johnson & Johnson is changing its brand name and improving its product for a changing world.

We needed convey that tenderness is the biggest power in the world – but how do you link power with tenderness?


The goal for the brand was to inspire consumers with the brand proposition: Fill the world with tenderness and care. Tenderness is not a weakness, but a strength.


Alexander Ovechkin, one of the most powerful hockey players in the world, was selected to be the brand ambassador. Joined by his loving family sharing moments of tenderness between dads and children, they told the brand story in social media and launched digital activations to engage consumer dads, with the Ovechkin family talking about the Johnson’s products they use.

Wunderman Thompson MOW Johnsons Effie2021

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2021 Effies Russia

Influencers. Campaigns with celebrities