Tish Vallés was the lead strategic thinker in an exploration that would help Johnson & Johnson define and clarify opportunity territories for sleep solutions, and use these to help define strategic business opportunities to can fill an innovation pipeline to 2010 and onwards, with $1B potential. The total project spanned nearly a year, three continents, an interdisciplinary team of the most senior stakeholders, academic experts, complemented with three rounds of cultural and consumer research in the US, Japan and the UK.
An intestive 2-day workshop with stakeholders clarified the scope of the project and refined its objectives.
Research with Key Opinion Leaders in sleep shed light on sleep myths and misconceptions to be addressed, which in turn identified possible opportunity areas.
We synthesized everything we learned from our discovery process
The projectultimately identified six sleep opportunity areas with the strongest potential and defined them with a theme, description of the marketing opportunity, and developed full concepts supported by products and an innovation pipeline.
The findings have impacted the way Johnson & Johnson views sleep solutions across brands and business units.
Johnson's Baby Products have now presented holistic sleep solutions that include bedtime/sleepy time products, information, a 3-step routine, digital solutions—all designed to help sleep-starved mothers provide their babies with healthy sleep through the night.
JOHNSON'S® BEDTIME™ Baby Sleep App
By Johnson & Johnson Consumer Companies, Inc.
Tylenol applied crucial learnings about the relationship between sleep and pain in their positioning and communications for Tylenol PM.