# Adorable Heartache Ads The Bonjela Teething Gel Campaign Focuses on Childhood Woes By Meghan Young | Published 2012-08-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/bonjela-teething-gel-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/08/bonjela-flowers-fish-ponytail/) & [eurorscg](http://www.eurorscg.com/) The Bonjela Teething Gel campaign will put smiles on people's faces despite the obvious pain each child is in. Heartbreakingly adorable, it revolves around classic kid scenarios in which they experience their first taste of real emotional pain. From cruel rejection to unexpected loss, each child is captured in tears. The innocence of it all will inspire [strong nostalgic thoughts](https://www.trendhunter.com/trends/neutrogena-remembers) of people's own childhood woes. It is this empathy that the [ad campaign](https://www.trendhunter.com/trends/make-life-brighter) feeds off of. Conceived and executed by Euro RSCG, an ad agency based in Johannesburg, South Africa, the Bonjela Teething Gel campaign brings these commonly held memories to mind to ensure parents help their babies when it comes to [avoidable pain](https://www.trendhunter.com/trends/advil-x-the-nfl). As the tag line depressingly reads, “There’ll be plenty of time for pain.” There certainly will be. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 65% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Adorable Heartache Campaigns:** Creating ads with heart-warming and sad content that create nostalgic memories and engender empathy among viewers. - **Childhood Woes Marketing:** Building marketing campaigns that leverage common though painful childhood experiences to create brand awareness. - **Emotionally-charged Advertising:** Developing advertising campaigns that evoke an emotional response from viewers to help build brand loyalty. ### Where This Applies - **Pharmaceuticals:** Opportunities for pharmaceutical companies to use advertising campaigns that tap into common emotional childhood experiences to promote their products and brands. - **Advertising:** Developing campaigns that focus on the emotional connections between products and people instead of just product features and benefits, could be a disruption in the advertising industry. - **Consumer Goods:** Using emotional campaigns that tap into memories and promote empathy, the campaign’s success could disrupt the way consumer goods companies think about their marketing strategies. ## Related on Trend Hunter - [Expressive Gaming Campaigns](https://www.trendhunter.com/trends/monopoly-campaigns.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Comforting Oat Bar Ads](https://www.trendhunter.com/trends/campaign-for-bobos.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Humorous Juice Campaigns](https://www.trendhunter.com/trends/ribena-chin-up-campaign.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Candid Celebration Campaigns](https://www.trendhunter.com/trends/theres-an-edible-for-that.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md)