Newsletter (Spec Ad)

Approach
As bath time can be a stressful time for both parents and babies, I focused on how the shampoo can transform the experience for both parties making this the undertone throughout the piece, but making the benefit obvious from the headline. The body of the copy instilled a relaxing and comforting air while showcasing the high-quality product and what it will do for the baby. The deeper benefit implies that if the baby is happy, then so is the parent.

Client and product
Johnson’s Baby Conditioner - a top-quality product that keeps kids’ hair soft and keeps their scalps moisturized. The client is well-known baby cosmetics and skin care company whose audience is primarily parents of young babies from 0 - 2, and the tone of the piece needed to be friendly, sincere, knowledgeable and helpful.

Challenge
To create an email designed to increase awareness of the product and encourage people to buy the product by getting them to click through for the coupon.