These commercials feature the Mom Show host sponsored by Johnson's, in support of babycenter.ca. I visited this website, and it is a wealth of resources for every stage of being a Mom. There are videos, pictures, articles, and fun tools like a calendar to help you track your child's development.
The website prominently states that Johnson's is a sponsor, and the articles discussing Johnson's products are clearly labelled "Advertorials", so they are not being sneaky or dishonest with the promotion.
I think this is a great alliance for Johnson's, and very well executed. In today's society, all parents want to make sure they are doing the best thing for their child. They have tons of questions, and the Internet is a great resource to find answers without risking looking foolish in front of others. One website that provides answers to most questions as well as a forum to connect with other parents is sure to get a lot of traffic, and therefore is a great place to increase brand awareness and salience.
I am not a mother, and although I may have used Johnson's products when I was a baby, I don't have any direct experience with their products that I can remember. However, seeing these commercials and visiting the website make me associate the Johnson's brand with the words caring, helpful, and trustworthy. If I were to have a child, I would definitely look to Johnson's, and I'm sure many feel the same way.
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