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Johnson's Baby Powder

Challenge:
To arrest the baby powder decline by 13% over the last 2 years

Solution:
Increase powder usage by encouraging Outdoor Playtime, Johnson’s Baby powder absorbs sweat and keeps the child cool. The Idea? “Don’t let sweat get in the way of play!”

Results:
1400 participants on a Family Day. 24,000 entries for Disney Online Contest. 13,000 SMS blasted. 9 million unique hits for website.