Bonjela Teething Gel

  • Helen Laird

Challenge: To make an advertising campaign for Bonjela Teething Gel using a specific emotion to drive the whole campaign. I chose disgust and humour. Background: Parents often just want a quick and effective solution for their child’s pain, but still prioritise reliable brands as the answer. Teething is a hugely stressful time in a child’s development for everyone in their family. During this stage it can feel overwhelming. Strategy: To proposition Bonjela as the answer to teething, but not quite everything else. Proposition: Parenting is hard enough