JOHNSON’S BABY
PURE LOVE
Global Relaunch: SA
JOHNSON’S BABY
Pure Love
Global Relaunch: SA
THE BRIEF
Kenvue South Africa needed to launch Johnson’s Baby’s new global brand platform, introducing a refreshed look and a renewed focus on the role everyday care plays in strengthening the bond between parent and baby.
TWC led the below-the-line and shopper marketing rollout, adapting the global strategy into locally relevant retail experiences and shopper communications. The objective was to deliver a globally aligned brand experience that built both shopper connection and retailer confidence.
INSIGHT
For the relaunch to succeed, retailers needed to believe in the new proposition as much as consumers. Securing shelf space and in-store support meant going beyond a traditional sales presentation to create an immersive brand experience that brought the global vision to life and translated seamlessly into locally relevant shopper experiences.
CREATIVE SOLUTION
TWC translated the global Pure Love platform into a connected shopper journey across retail, digital and experiential channels. Every touchpoint was designed to reinforce the emotional role of the brand while showcasing the refreshed packaging, improved formulations and expanded product range.
To build retailer advocacy, we created an immersive category experience that brought the global proposition to life through storytelling, product displays, merchandising concepts and interactive brand experiences. Rather than focusing on products alone, the experience demonstrated how Johnson’s Baby fits naturally into everyday moments of bonding.
RESULTS
The South African launch generated strong retailer engagement, securing early support for increased in-store visibility, activation opportunities and point-of-sale implementation.
Its success established South Africa as the benchmark for the wider regional rollout. As a result, TWC was appointed to develop and localise a launch asset toolkit for the RAMET region.
From point-of-sale materials and ecommerce assets to influencer kits, we helped deliver a consistent global brand experience that remained relevant across diverse local markets.