JOHNSON'S® Mobilizes Global Movement To Inspire Parents To Make Everyday Rituals Mean SO MUCH MORE™

SKILLMAN, N.J., Feb. 5, 2015 /PRNewswire/ -- JOHNSON'S® Brand has been pioneering the science and setting global standards in baby skin care for more than 120 years, and is now paving the way in baby care by advancing research on the importance of multi-sensorial experiences in happy, healthy baby development. The global campaign, SO MUCH MORE™, is about enhancing rituals, including bath time, to stimulate baby's senses and provide parents an opportunity to nurture baby's ability to learn, think, love and grow. The movement is being ignited with expert panel events in seven countries around the world and a new advertising and social campaign. 

The JOHNSON'S® Global Bath Time Report, found that 84% of parents say bath time is some of the best quality time they get with their child, yet many parents underestimate its power and benefits. In fact, the Report, an online survey of more than 3,500 parents of young children around the world, conducted by Harris Poll on behalf of JOHNSON'S®, found that more than half of parents (58%) say bath time is not extremely important to their child's brain development. Yet, emerging and foundational science reveals multi-sensorial experiences are critical to helping shape baby's growing brain.

"Our legacy is that every JOHNSON'S® product is specially designed with baby in mind and meets our BEST FOR BABY™ standards, which is backed by the best science," said Debra Bass, Vice President, Global Baby Franchise Organization at Johnson & Johnson Consumer Companies, Inc. "Now we are taking our commitment one step further by showing the power of multi-sensorial experiences in daily rituals such as bath time."

Making Bath Time #SoMuchMore
The campaign is supported by 30 and 15 second English and Spanish TV spots that showcase bath as an enriching experience for baby. Created by BBDO, the global spots will feature a unique production style – a slow motion effect. JOHNSON'S® is also partnering with BabyCenter on a homepage takeover in multiple countries and interactive banner ads, which profiles the power of the senses, to build on the global movement.

"We're on a mission to show parents that every bubble, splash, touch and smell can contribute to baby's development," said Kelly Gottfried, Senior Marketing Director at Johnson & Johnson Consumer Companies, Inc. "We hope to communicate through the SO MUCH MORE™ campaign, that there is more to bath time than just cleaning your baby."

#SoMuchMore Campaign in the US
The SO MUCH MORE™ movement is further powered by consumer touch points in the US via the hashtag and also includes:

• Academy and Grammy-Award Winning artist, author, philanthropist, and mom, Jennifer Hudson, supporting the campaign and helping parents understand how important bath time can be for happy, healthy baby development
• An integration with NBC's TODAY, print ad in People and homepage takeover of People.com
• Launching @JohnsonsBaby on Twitter and hosting a consumer bilingual Twitter party on February 5 from 8-10pm EST
• Working with influential blogger groups, including The Motherhood, Latina Bloggers Connect and more, as well as brand advocates through CrowdTap, to create online buzz
• Original video content will be shared on JOHNSON'S® YouTube channel, including one family's story on how their instinct to hold and talk to their baby changed their lives
• Driving consumers to an updated website (www.johnsonsbaby.com)

JOHNSON'S® Advances Science to Explore Critical Gaps
Renowned experts are convening in multiple countries including The United Kingdom, Dubai, Philippines, China, India and Brazil, to discuss with mom bloggers and other influencers the science behind multi-sensorial experiences for healthy baby development. At an event in New York City on February 5 the panel will feature:

• Lynn Erdman, CEO, Association of Women's Health, Obstetric and Neonatal Nurses (AWHONN)
• Dr. Andrew Meltzoff, Co-Director, Institute of Learning & Brain Sciences at the University of Washington
• Dr. Kumar Vedantam, Vice President of Technology & Applications (North America), Givaudan
• David A. Mays, Senior Director, Global Scientific Engagement, Skincare, Johnson & Johnson Consumer Companies, Inc.
• Lisa Ling, Journalist and Host of CNN's This is Life with Lisa Ling

As JOHNSON'S® continues to build on its legacy, the company has earmarked millions of dollars over the next three years to advance this research and is working with external experts on studies to be published as early as this year.

Survey Reveals Baby Bath Trends
The JOHNSON'S® Global Bath Time Report was sponsored by JOHNSON'S® and conducted online by Harris Poll in November 2014 among 3,574 parents of 0-3 year olds aged 21 and older in Brazil, Canada, China, India, Philippines, UK and US (484+ per country). The results of the survey offer unique insights to the role technology plays in bath time, how parents divide bath time duties and what this ritual means to caregivers all over the world.

To access the full survey results, contact us. 

About JOHNSON'S®
For years, JOHNSON'S® has been committed to the happy and healthy development of all babies. Going beyond safe, mild and gentle products, the brand believes in enriching baby care rituals that unlock and release the full power of the senses. Nothing is more important to JOHNSON'S® than ensuring a stimulating start and a vibrant future for babies around the world and empowering families and health care professionals. Because JOHNSON'S® knows, when it comes to bringing up baby, more is more. As the No. 1 baby skin care brand for over 100 years, JOHNSON'S® Brand has been advancing baby science and setting the standards in baby care. JOHNSON'S® Brand offers baby and adult products in over 175 countries.

Media Contacts:
Lori Dolginoff
Johnson & Johnson Consumer Companies, Inc.
(646) 662-6513
[email protected] 

Edwige Buteau
RF|Binder for JOHNSON'S®
(212) 994-7517
[email protected]

Lina Baena (Hispanic Inquiries)
C-Com Group for JOHNSON'S®
(305) 447-4015
[email protected]

©Johnson & Johnson Consumer Companies, Inc. 2015

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