JERGENS_ Traditional Advertising

THE CHALLENGE
After years of declining sales and slipping market share, Jergens needed a refresh, and not the gentle kind. Once beloved, the brand had become known as your grandmother’s lotion: a nostalgic relic in a category that had moved on.

The challenge: How do you make a 128-year-old lotion brand feel relevant again without losing its warmth, heart, or familiarity? As Jergens looked to evolve from a heritage favorite to a modern must-have, the team set out to reintroduce the brand to a new generation, one that values authenticity, wit, and emotional connection as much as results.

THE IDEA
The Feel-Good Feeling of Jergens
This was Jergens’ first-ever masterbrand campaign, an opportunity to unite the entire portfolio under one emotionally resonant idea.

At the heart of “The Feel-Good Feeling of Jergens” was a simple truth: when you feel comfortable in your own skin, you feel more comfortable connecting with others.

We set out to go beyond skincare benefits and celebrate the emotional benefit of Jergens, that warm, familiar, skin-to-soul comfort people have trusted for generations. The idea redefined what “feeling good” means today, not perfection, but authenticity, humor, and human connection

To bring that spirit to life, we did something the body lotion category hadn’t dared to do. We used humor. We gave Jergens a confident, witty voice full of charm and self-awareness, something fresh, modern, and unmistakably human.

And to tell the story, we partnered with Bryan Buckley, the “King of the Super Bowl,” and the director with the most Super Bowl commercials in history. His ability to blend cinematic polish with comedic timing made him the perfect fit to bring Jergens’ campaign to life.

We launched the campaign with Leslie Mann and her daughter Maude Apatow, whose natural chemistry captured the relatable, often hilarious honesty of mother-daughter relationships. Their effortless warmth and wit set the tone for the brand’s new direction. Building on that success, we later expanded the campaign with additional comedic talent to keep the storytelling fresh and relatable across audiences and formats.

The campaign spanned TV, online video, social, print, and PR, creating a consistent, feel-good world across every touchpoint.

THE RESULTS
With a renewed sense of humor, heart, and humanity, Jergens reclaimed its place as the go-to lotion that makes everyone feel good, in their skin and in their world.

Highlights:
• First-ever celebrity and masterbrand campaign delivered 11.8% sales growth
• 75% sales lift for Wet Skin Moisturizer at Walmart through strategic creative and shopper alignment
• Significant increases in brand love, relevance, and purchase intent

The campaign brought wit, warmth, and a little sass to the body care aisle, proving that when you feel good in your skin, everyone can feel the feel-good feeling of Jergens.

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