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. 

Sleep potential opps
Sleep potential opps

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

sleep myths personalization
sleep myths personalization
Sleep Measurement Myths
Sleep Measurement Myths

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.

sleep needs ladder
sleep needs ladder
sleep opportunity areas
sleep opportunity areas

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. 

Listen to the Twinkle, Twinkle Little Star lullaby brought to you by the new JOHNSON'S BEDTIME Baby Sleep App, which helps you get your baby to sleep faster, and stay asleep longer.

JOHNSON'S® BEDTIME™ Baby Sleep App

By Johnson & Johnson Consumer Companies, Inc.

The makers of JOHNSON'S® understands that a good nights sleep for your baby can mean a good nights sleep for you. JOHNSON'S® bedtime range can be used as part of a clinically proven routine to help your baby sleep better and fall asleep faster*.
JOHNSON'S understands that getting a baby to sleep through the night can be tough, and we know that a good night's rest is important to both you and your baby. To help you accomplish this milestone, we developed our clinically proven 3-Step BEDTIME Routine to help your child sleep better and longer.

Tylenol applied crucial learnings about the relationship between sleep and pain in their positioning and communications for Tylenol PM.