Naturally, I Choose Johnson’s

J&J with Four MENA

2020 was a very challenging year, especially for Johnson’s Baby business in KSA, starting with COVID 19, followed by the Saudi government tripling the VAT rate to 15%. These challenges resulted in Johnson’s Baby losing market share.

To add to this, Nivea, a key competitor in other markets launched operations in KSA in September 2020. To regain our market share and solidify our position against new entrants to the market, Four and J&J developed a comprehensive 360 360°campaign, leveraging credible voices from around the kingdom and the region to maintain Johnson’s superiority in the market. What started as a defence plan against a new key competitor became a tale of increased J&J profile, customer engagement and critically market

share. The campaign got moms to talk from the heart about their love for our products
and how the scent of Johnson’s Baby brings back childhood bath time memories.