THE NEW JOHNSON’S®

AUGUST 2018

In celebration of re-branding the #1 most trusted brand for baby products JOHNSON’S®, Dera Lee Productions brought to life their five brand promises and two co-creation stations in  immersive, highly Instagrammable, and informative vignettes. Daylight Studios, located in Midtown Manhattan set the stage for our playful and modern event.

Vignettes such as Use Purposeful Ingredients, Never Stop Raising the Bar, Be Open and Honest, Think like a Parent First, and Help Make the World a Gentler Place highlights the commitment JOHNSON’S® holds toward creating the best products for our children and allowed guest to demo their new products and speak to real experts.

Inspired by the product ingredients, colors and textures, Use Purposeful Ingredients vignette features JOHNSON’S®  Classic Head-to-Toe wash and the new CottonTouch™ products formulated with real cotton. Guests were pampered at this station as they put the CottonTouch™ products to the test.

Our bold and colorful Never Stop Raising the Bar vignette shows the progress and innovations JOHNSON’S® have made from its origin in 1886. Vintage JOHNSON’S® Baby Oil and Baby Powder are featured in inset lit compartments. Interactive displays feature magnifying glasses which uncover the technology behind JOHNSON’S® NO MORE TEARS®.

Be Open and Honest highlights JOHNSON’S® commitment to being transparent about their ingredients and fragrances. Our design included “peek-a-boo” style doors labeled with ingredient lists and left guests to predict what is behind each door.

Our Think like a Parent First vignette displayed JOHNSON’S® commitment to parents as their new products reflect the insights from 26,000 parents. These changes include more ergonomic bottles, one handed pumps on products, fast-absorbing lotions, and a more natural fragrance.

Help Make the World a Gentler Place photo booth showcased the wonderful work done by JOHNSON’S® with Save the Children organization. Each photo taken at the event contributed toward helping a newborn breathe.

Our co-creation stations, JOHNSON’S®  Live provided a great space for our guests to do live-streamed interviews with experts and media, while our Choosing Gentle for Our Children photo booth provided guests with the perfect Instagrammable moment as our design played off the nostalgia of bath time with our larger than life water streams and balloon subs. Guests were encouraged to write their promises to their children on the vinyl backdrop.