category finalist
BABY JERGENS - The Truth About New Parenting
For 128 years, Jergens has been synonymous with trusted comfort. Yet in the baby category, where trust is everything, the brand was absent.
So when Baby Jergens was born, our opportunity wasn’t to introduce a new baby brand. It was to introduce a brand with trust built in.
Research revealed a powerful tension:
89% of new parents want baby care products from a brand they already know and trust.
73% believe a product is safe for their baby if it comes from a trusted brand.
At the same time, new parenthood triggers decision fatigue. Parents make an estimated 1,750 tough decisions in the first year alone. The emotional state of new parents isn’t just joy. It’s survival mode.
The real enemy wasn’t competitive baby brands. It was the feeling of being overwhelmed.
Strategic Reframe
Most baby brands promise “gentle for baby.”
We identified a deeper, more human role: reassurance for parents.
The insight:
In a sea of parenting unknowns, Baby Jergens gives you the trust you need to trust yourself.
This repositioned Baby Jergens from functional skincare to an emotional anchor. Not just softer skin, but softer self-doubt.
Positioning
We evolved the master brand platform (“A Feel-Good Feeling”) for the baby category into a sharper articulation: A Familiar Kind of Feel-Good.
We didn’t just launch a product. We gave parents something far more powerful: Permission to believe they’ve got this.
And most importantly, it gave Baby Jergens a role competitors couldn’t claim: not just another baby product, but a familiar ally at an overwhelming time in life—one that parents could choose quickly and confidently.
RESULTS
By turning trust into something felt, not claimed, the campaign removed hesitation at the moment of choice. The prelaunch sold out in 24 hours—proving that when parents feel confident in their decisions, they don’t wait.
