Johnson’s new “Choose Gentle” commercial really nails it. The company elevates gentleness to a societal level when it states, “…gentle makes us kinder, better people. Gentleness is a sign of strength, not weakness. And in a harsh world, it is the bravest, boldest way forward….”
A great message, delivered with even greater restraint. The commercial shows only a quick glimpse of a product in use while everything else shows caring engagement. The commercial tugged on my heartstrings enough that I visited their website. There I saw the introduction of a new, gentler product line with 50 percent fewer ingredients! Now that’s quite a gift to achieving a “gentler” planet.
I truly appreciate this brand strategy because developing new products for Johnson’s is a real challenge. My previous agency was one of three global companies commissioned to explore line extensions for the Johnson’s brand. Line extensions or enhancements require one of two things: you bring new benefits to an existing audience, or you draw new audiences to the brand. Adding new benefits to the Johnson’s brand is difficult because few ingredients or product categories meet the brand’s “gentle” core value. In this case, Johnson’s removal of ingredients is its contribution to a better, gentler world.
At an emotional level, the commercial will definitely attract new audiences to the brand. However, it won’t be for what the product does; it will be because of what buying the Johnson’s brand says about a buyer’s personal values.
Take a look at the commercial here. My guess is the Johnson’s brand will reap amazing rewards with this commercial’s highly emotional brand message. Need help with your brand strategy? Check out the Services section of our website for details on how we can assist.
Credit to Jim Cobb (The Bloodhound Group)
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