Baby Johnson’s is back: campaign had to have extended registration

After a few years down, the classic campaign Baby Johnson’s It’s back. Known for revealing happiest children in Brazilthe action of Johnson & Johnson It resumed in 2025 in response to a spontaneous movement of consumers.

“Over the past six months, more than a thousand mothers have contacted the brand asking their babies to participate in the campaign,” says Daniela Campello, Johnson’s Baby’s marketing head of marketing to Infomoney.

According to her, this shows how much the company’s emotional connection with its audience remains strong.

Advertising legacy

In the United States, since the 1940s, images of babies have been part of Johnson’s advertising campaigns. Here, the first faces began to appear in magazine ads in the late 1950s.

Competitions to elect the babies, however, only started in the following decade. The height of the campaign came in the 1980s, driven by success on television and the popularization of the Jingle “Baby Johnson, the happiest in Brazil”.

Over the years, the contest was modernizing, but was no longer held in 2016, due to changes in the guidelines of. As an example, Daniela quotes campaigns such as “Blackinho Powerful” and releases such as “Lavender and Chamomile”.

“We talked a lot about diversity, launches and safety of ingredients. But we realize it’s time to resume this affective bond with our audience,” he says.

Celebrating Connections

For the resumption of the contest, according to the executive, it will be sought to celebrate the happiness and family and emotional ties that mark the beginning of. “Our goal is to generate a genuine connection with mothers and celebrate this special moment,” says Daniela.

In addition, the campaign dynamics was updated. Now, the videos of babies are posted on and those who receive the most likes advance to the next phase, in a selection process based on the popular vote.

There is still no definition on how advertising campaigns with winning babies will be carried out. According to Johnson’s Head of Marketing, everything will be awakened directly with families, respecting the limits and desires of exposure of each.

Regarding the continuity of the contest in the coming years, Daniela reveals that the brand is listening to consumers and evaluating new ways to keep this connection alive. “We are receiving suggestions and thinking about news for the future.”

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EXTENSION OF REGISTRATION

Faced with the great adhesion, Johnson’s Baby decided to extend the campaign’s registrations. Expected to end on Monday (9), now they continue until next Thursday (19). Daniela Campello points out that the extension of the deadline was motivated by the high number of participation and the quality of the videos sent.

“We received productions with drones, creative montages… but we also saw that many mothers were intimidated and stopped posting,” he says, reinforcing that it is not necessary an overproduced video to participate. “What matters is capturing the joy and spontaneity of the moment,” he says.

To participate, parents or guardians must purchase at least $ 30 in Johnson’s products, register the invoice in and post a video of the baby up to 3 years old on Instagram. The post should include the hashtag #promobebejohnsons, mark the @jbabybr profile, be in public profile and be published on feed or reels.

Although the number of likes determines the finalists, the choice of winners will be in charge of a brand committee, as provided in the regulation. The main recommendation for those who want to compete is to bet on truth and emotion.