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Johnson&Johnson is breaking away from their traditional old ad spend and has developed animated videos about their baby pink lotion that plays up the emotional connection that babies build with their mothers, rather than the medical-based benefits their competitors talk up. The video isn't up yet, but will be on their microsite called touchingbond.com, which has other videos about massaging your baby. not sure how much often someone would spend at this site, but as a mom of 2 little ones, the approach tugged on my heart.

What is interesting about J&J is:
a) they did their marketing research on moms and babies, and discovered there was more opportunity beyond their "how-to" approach of advice giving  --  its risky but refreshing, and is all about being personal rather than clinical
b) internet marketing is a relatively new approach for them (and for CPG companies in general). it follows unilever's successful online Dove campaigns