Generating new, relevant and compelling product claims can be a smart way of refreshing the appeal of a brand, and to make a "hero product" more relevant to a brand's target audience.  We continue to use this ad from Johnson's Baby when running our Claimstorming Hothouse™ workshops, to encourage innovation teams to consider both rational and emotional benefits for their brands and products.  The claim from Johnson's Baby was used to invigorate a new product line that was rolled out worldwide. The TV achieved winning scores in testing, on both emotional engagement and purchase intention.

Looking for new ideas and inspiration for your own business?  Take a look at how we help leading brands to generate winning insights and ideas.