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Johnson’s Baby says it’s #AllForBaby in 125th anniversary spot

BBDO Guerrero launched #AllForBaby – an integrated campaign for Johnson’s Baby to commemorate the brand’s 125 years of commitment for babies.

Set for a year-long roll-out across South East Asia, the #AllForBaby campaign is anchored on a hero film that mimics the Herculean role of mothers in stopping at nothing to keep her child safe. It reinforces the power of a parent’s touch; creating a world where every child can thrive. It speaks of a timeless message of safe and protective care – something Johnson’s has been delivering for 125 years.

The #AllForBaby campaign broke with a launch event in the Philippines, aptly timed on January 25, 2018. Launches in Singapore, Malaysia, Vietnam, Thailand and Indonesia soon followed. The campaign featured on social media, radio, billboards, and in-store touchpoints.

“It’s a milestone worth commemorating. Not just because of the significant number of years. But more because of its relevance. For moms in Manila, Jakarta, Bangkok, Kuala Lumpur, Ho Chi Minh and Singapore, nothing is too much for their baby – and that’s how we in Johnson’s feel as well. This is the brand promise the #AllForBaby campaign brings to life and reinforces” says Rezel Aquino, Johnson’s Marketing Director for Baby Care in South East Asia.

“It’s a campaign we’re privileged to have worked on. It’s a message told in a voice only a big brand of Johnsons’ stature can believably deliver. And one that hopefully connects with all mothers,” said Francine Gonzalez, Managing Director of BBDO Guerrero.