PROJECT SCOPE: Retail campaign to target the new generation of Mum's. With the multitude of baby products on the market, new parents do not reach for J&J Baby the way their parents did. J&J wants to rebuild this trust.
INSIGHT: New families are often away from their immediate families, leaving them without the 'village' that traditionally a family would have to ask for help and advice with their newborn.
CONCEPT: Tell the honest truth about being a parent. J&J is there for you as the trusted 'Aunt Ms J' who you can bare all to and ask anything.
Creative Route
IDEA: To build a mum's group by partnering with the Peanut app. Bringing the idea to life by talking to things that other mums could relate to and are often discussed in mothers groups.
Creative Route
IDEA: To create a Ms J. personality who can answer all the questions that a parent might have. Built together with MsJ content on TikTok and YouTube channels. Catching parents where they spend the most time online. Bringing J&J into the digital space.
A redesign of the Key Visual which would be more appealing to a younger more modern audience. Still keeping top of mind the generational trust of J&J.
