BABY
JERGENS

A Familiar Kind of Feel-Good

It only made sense for the feel-good icon of hydration to launch a baby care line. As longtime stewards of the Jergens brand, we translated their trusted legacy into a next-gen collection for the littlest humans, starting from a fresh strategy – Jergens gives new parents the trust they need to trust themselves. From positioning to voice, look & feel, communications, social videos, stills, GIFs…40 babies, 2 days, endless rattles, teethers, tears and giggles in the world’s cutest content production.

RESULTS
• 130% sales growth within 2 months
• 10x engagement rate vs. category benchmark
• Sold into all major U.S. brick &mortar retailers within three months of launch

AWARDS/RECOGNITION
INDIE AGENCY NEWS TOP 40_ Category Finalist: Idea, Craft & Strategy

Brand Strategy • Brand Platform • Brand Identity • Brand Voice & Messaging • Brand Playbook • Digital & Social Content • Retail & Packaging

Baby Jergens calming head-to-toe wash bottle on bathtub ledge with two rubber ducks, one purple with a red beak and one white with an orange beak, in front of white tiled bathroom wall.
A smiling young child taking a bath, being held with a towel, in a bathtub with water and soap suds.
A blue stuffed bunny next to a baby skin cream tube and a stack of four blocks spelling 'COMFY' on a wooden surface, with a light blue wall in the background.
A baby lying on a bed with a purple stuffed animal, a bottle of calming lotion nearby, and an adult hand holding the baby's hand.
Baby Jergens calming lotion and head-to-toe wash bottles on a wooden surface with pastel alphabet blocks spelling 'BOY' and a purple baby pacifier.
A young child wrapped in a pink towel with bear ears, sitting on a purple bath mat on a tiled floor, looking at the camera.
A young girl with dark curly hair wearing a pink, bear-themed towel hood, smiling in a bath or spa setting with a purple whale float in the background.
A purple teddy bear and a bottle of Baby Jergens Calming Lotion with a purple pacifier in front on a wooden surface against a patterned light blue background.
A young child with wet hair being given a bath by an adult, likely a mother, in a metal basin. The adult is gently washing the child's hair with soap, smiling softly while focusing on the task.
Two tubes of Jergens baby skincare products, one for sensitive skin and another for all-purpose, placed next to stacked colorful stones and a wooden toy car, against a blue background with clouds.
Close-up of a young girl with curly hair smiling while a person gently holds her face with both hands.
A light blue plush bunny toy lying on a beige surface with a tube of Baby Jergens soothing sensitive skin cream resting on its body. Part of a wooden toy is visible in the background.
Baby with brown hair and big eyes, wearing a pink hat with bear ears and a light pink shirt, lying on a person's chest.
Baby's hand reaching for bottles of Jergens skin care products on soft purple fabric
Two young children, a baby and a toddler, sitting on a bed with a teddy bear behind them. The baby is holding a toy ring in their mouth and has a soft cube with a dial on their lap. The toddler is smiling and wearing a blue dress. The bed has a purpl
Two tubes of baby skin care products, a cute cloth doll with a face embroidered with eyes and mouth wearing a knitted blue outfit, on a brown fabric surface with floral patterns.
A young child with curly hair and earrings taking a bath, reaching out with one hand, while an adult washes their hair in a white sink.
A tube of Baby Jergens All-Purpose Ointment next to four pink and orange block alphabet toys spelling YAY.
A young girl sitting on a beige sofa holding a bottle of baby calming lotion. She has light hair, blue eyes, and is wearing a purple dress with a bow on her head. There are wooden toys on the sofa next to her.
Baby Jergens calming head-to-toe wash bottle with purple pump, next to pink and purple alphabet blocks spelling 'COZY' on a bathroom sink.
A young child with curly hair and dark skin smiling during a bath, with a white heart drawn on his upper arm using soap, in a bathroom setting.
A plush toy dog lying on a pink textured surface next to a tube of Baby Jergens All-Purpose Ointment.
A baby lying on a bed, wearing a pink towel with bunny ears, is being examined by hands, likely a doctor or parent, on a bed with star-patterned sheets.
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