JOHNSON'S BABY

RELAX. WE HAVE IT HANDLED.

Bottom Line:

Helped to develop a robust new product pipeline for Johnson's Baby.

The Process:

When Johnson's Baby needed to develop new white space opportunities, we steered them in a different direction - toward Dads. We had a hunch that today's dads are more informed and involved in the daily care giving of their children.

We tapped into dads and had them complete a baby care challenge. They created products and tools based on their own needs, not their wives' needs. The big learning - there are two ways things get done in households with children - Mom's way and Dad's way. Neither are the same and no one is talking to Dad about his unique experience and needs.

We helped open the company's eyes to a new consumer target being ignored in the category. The process resulted in the development of 10-15 concepts for Johnson's Baby that are progressing through their innovation process.

And it worked.