J&J Baby Wipes entices shoppers at the store

Johnson & Johnson re-launched their Baby Skincare Wipes in the retail market recently through a massive shopper connective activation across the country. SAB Creations executed this Pan India campaign for the brand in 113 stores in 40+ cities.

Balaji Murugesan, Director, SAB Creations shares, "It was a Wipes re-launch as a piecemeal project in modern trade pan India. The highlighting messages of the product were primarily "New Johnson's Skincare Wipes holds 3 x moisturizing lotion that helps prevent diaper rash” and secondary- Clinically proven mild to clean & protect new born cleansing effectively and is gentle and alcohol free. The brand chose few touch points apart from primary stocking area. Elements done for wipes are Gravity feed parasite which was used as cross branding, stocking bin with innovative header branding, and pop up branding in the diaper category for cross branding.”

The whole project started from the sketch board, and after receiving the brief the team from SAB Creations suggested some workable and effective solutions in the form of 3D designs and sketches. Once they had the shortlisted elements, it was presented with prototypes while the backhand team was working on cost and recce of the locations. "We faced some challenges regarding logistical operations but it was very well taken care off by our robust central and regional teams,” added Murugesan.