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More than a facewash: J&J’s Morning Energy Mini helps girls beat boredom

DDB Mudra West, which conceptualised the TVC, the challenge was to position the mini pack beyond just the morning aspect in a teenage girl’s day

BestMediaInfo Bureau | Mumbai | January 8, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Clean & Clear from Johnson & Johnson is a leading teen skin care brand. J&J recently introduced Morning Energy Mini, a 20-ml pack, which is a fruit-based face wash with bursting beads. Teens loved the Morning Energy launch in 2012. It was now time to launch the 20-ml Mini pack, and increase its usage and drive penetration.

Morning Energy was successfully positioned as a facewash that ‘wakes up your skin’ every groggy morning. For DDB Mudra West, which conceptualised the television commercial, the challenge was to continue the teen conversation. In other words, the Mini pack had to go beyond just the morning aspect and play a distinct role in the teenage girl’s day.

Ganesh Bangalore, General Marketing Manager, Skin Care Franchise, J&J, said, “Morning Energy is a first-of-its-kind face wash containing bursting beads to provide ‘freshness’. At Clean & Clear, we understand that teenagers today lead a fast paced lifestyle. The attempt with a small 20-ml pack is to offer freshness on-the-go.”

Research with teens showed that feeling sleepy isn’t just a morning phenomenon; it finds its way into the rest of the college day too. Girls narrated stories of boring, sleep inducing college lectures making it difficult to stay alert through them. This provided the positioning opportunity to urge them to wake up their skin instantly when boredom strikes during the college day. Teens shared tricks they used to avoid getting caught sleeping in boring lectures.

Latching on to this, DDB Mudra conceptualized and executed a TVC with two girls tricking their professor into believing that they are awake but get caught. The Mini pack then helps their skin wake up, thereby keeping them awake. Morning Energy is a first-of-its-kind face wash containing bursting beads to provide a unique yet quintessential benefit of ‘freshness’. The small 20-ml pack makes this proposition affordable and mobile, and the TVC brings this out.

The campaign rides on a mix of conventional and digital media vehicles.

Shally Mukherjee, Senior Vice-President, DDB Mudra, said, “The Morning Energy 20-ml pack or the ‘Mini’ pack is an opportunity to increase usage occasions and have some fun with the boring parts of a teen's day. The Mini pack fits effortlessly into all situations that leave our girls bored and sleepy allowing us to create communication that’s as much fun and refreshing as the product itself.”

Credits:

Agency: DDB Mudra West

Unit Head: Rajiv Sabnis

Chairman & CCO: Sonal Dabral Business Head: Shally Mukherjee Group Creative Director: Hanoz Mogrelia, Account Management: Anish Raghu, Manager - Brand Communications

Account Planning: Sonal Jhuj, Director - Brand Communications

Art: Rithwick Raghunath, Associate Creative Director Copy: Kashyap Joshi, Associate Creative Director Director: Ben Hume-Paton Production House: Magic Hour Films Production Executive: Shishir Khandelwal Agency Producer: Achyutanand Dwivedi

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