Vaseline: Choose real life

Nayantara Atal, Sumegha Rao

Skincare brand, Vaseline, shifted the category narrative to increase its sales in the face of the COVID-19 lockdown in Thailand.

Campaign details

Brand: VaselineBrand owner: UnileverAgency: Ogilvy SingaporeMarket: ThailandSector: Skin care, sun protectionMedia channels: Online display, Online video, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

This is the story of how Vaseline – the market leader in Thailand's increasingly commoditised hand and body lotion category, faced with declining share and low value perception – decided to go beyond the skin surface and get real with its consumers.

The brand shifted the category narrative from what it could do for skin, to...

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