In an effort to appeal to today's modern moms, particularly the growing number of moms online, Johnson's is launching a new comprehensive marketing campaign focused around the theme and power of a mother's touch. As a key part of this effort, Johnson's is introducing a series of online animated shorts to promote its Johnson's Baby Lotion brand. The three "advertainment" shorts will run on www.touchingbond.com, commencing Wednesday, February 13, 2008, along with other advertising distribution platforms.
"According to statistics, more than 32 million moms regularly log online, using the Internet as an essential tool for education, advice and entertainment which is why we realized tapping into this platform is critical," said Bridgette Heller, global president of Johnson's Babycare.
Johnson's and Animation Collective, a flash animation studio focusing on children's programming, developed the animated shorts, which will also be adapted in Spanish to appeal to the growing number of U.S. Hispanic new moms and will be distributed through Johnson's Spanish language hub at www.touchingbond.com/espanol.