J&J targets teens to promote Clean & Clear

Johnson & Johnson, has rolled out an integrated campaign to promote its leading teen skincare brand, Clean & Clear (C&C). The FMCG-major has recently expanded its Clean & Clear portfolio with its new range of oil and acne control products. 

Clean & Clear is positioned as the 'Teen Skin Care Expert' that gives its users clean, noticeably clear and beautiful skin, instilling a sense of confidence and control. J&J has decided to feature Deep Action Cleanser as the hero brand for the product launch, generating brand awareness and inducing trial.

Developed by Mudra, the creative concept of the campaign is based on a universal truth about teens - they are full of vitality and want to broaden their horizons by exploring and experiencing all possibilities while growing-up but oily skin acts as a spoilsport and affects their confidence to face the world.

The film uses a 'nose ring' as an aid to highlight oily skin. It depicts two best friends looking forward to their performance in the college fest and going about setting up for the same all through the day. Deep Action Cleanser enables them to carry on 'oil free' for up to 8 hours, allowing them to 'experience the possibilities' all day long, as a result of clear and beautiful skin.

"This positioning was considered appropriate as competitive brands have not addressed to the teen skin care issues of the huge Indian teen population in a big way," said the company's spokesperson.
 
Agency: DDB Mudra  
Office Head: J.S.Mani
Creative: S Priya, Radhika Bhattacharya
Account Management: Ashish Marwah, Sumeeta Bhangalia, Devnidhi Bajoria
Films: Pamela Pais
Production House: Equinox
Director:Eden Tyler