JOHNSON'S BABY
GLOBAL TOOLKIT

Creative Direction & Shopper Strategy​
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In 2025, I led the development and execution of the global shopper toolkit for Johnson's Baby. Johnson's Baby has 125 years of heritage but brand equity had been eroding in key markets as shoppers felt the brand had issues of trust, safety and modernity. To address this Johnson's Baby underwent a total rebrand and needed a detailed toolkit to guide regional market teams on shopper best practices, how to show up consistently globally and how to speak to modern parents.

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In partnership with our strategy team, my creative team created a comprehensive shopper toolkit complete with a shopper key visual, messaging, in-store and digital tools, a creative hierarchy, and overarching shopper strategy set-up to help guide the Johnson’s Baby teams.​ By creating a a toolkit with rules and flexibility, accounting for shopper behaviors and differences in retail, we helped create efficiencies and maintain this iconic brand's legacy.