Johnson's launches brand transformation led by Tribal-helmed "Be Gentle" campaign

Johnson's has announced it is undergoing a brand transformation led by a newly launched campaign helmed by Tribal Worldwide.

The “Choose Gentle” campaign, is rooted in the insight that Hong Kong parents want to create a gentle world for their children amidst the high tensions of modern life. It has been launched with a 59-second online video and a 15-second TVC, both showing a mother and daughter enjoying a happy bathtime together.


Leo Tsui, president at Tribal Worldwide said, “It is an honour for us to be a part of such a big transformation for such an iconic household brand. At Tribal Worldwide, we believe strongly in the emotional power of brands. With its new ‘Choose Gentle’ positioning, we hope to touch Hong Kong parents on a deep emotional level and convince them of the transformative power of gentle.”

The campaign is also being supported by various social & digital content, print advertising and in-store promotions.

The gentle approach is part of the larger brand re-launch, in which Johnson’s has reformulated its range of products and produced new packaging designs. Promising parents greater peace of mind, it has also offered what it says is complete ingredient transparency, with its new lines having over 50% lesser ingredients, with no added parabens, phthalates, sulfates and fragrance allergens. Ingredients have been assessed, undergoing a rigorous 5-step safety-assurance process.


Chloe Kwok, head of marketing, Johnson & Johnson Hong Kong, commented “At Johnson's, we’ve always been committed to delivering only the best for our parents and their kids; and in today’s world that in some ways can be harsher than ever, we have never been more passionate in advocating for parents to choose only the gentlest products for their families, as we raise the bar in advancing the science of baby skin care to meet the evolving needs of every generation of parents.”

Of course - despite the sentiments expressed - in this commentator’s critical opinion, championing softness is hardly an earth-shattering for a product of this nature but it is undeniably on target with the brand message, as is putting a focus on what goes into the product. So though selling the warm, fuzzy feelings of being gentle is nothing to write home about for good or bad, its good-natured tone will likely hit parents in the feels.


Johnson & Johnson

Head of marketing Chloe Kwok

Group brand manager Fiona Cheung,

Marketing executive Roy Lei,

Tribal Worldwide

President Leo Tsui,

Director of social & content Social Zeni Wong

Social media executive Daniel Leung

Associate creative director Kit Yu

Art director Sam Wong

Associate art director Yo Choi

Copywriter Norman Yau

Senior account manager Agnes Wong

Account manager Jean Ng,

Senior account executive Maegan Mok