These ads, aimed at pediatricians and parents who read medical publications in doctors’ waiting rooms, are the closest that Aveeno (which resides in the consumer division of Johnson & Johnson’s portfolio) ever gets to B2B marketing. The messaging had to balance the need to be both educational and appealing for mothers while still speaking to medical professionals. The playful message/copy voice I devised for these print ads was well-received by doctors and nurses, et al., whose recommendations helped drive sales for this specific baby-care niche.
