Vaseline: Pause-Rewind-Play

Vaseline, a hygiene and skincare brand, created content for TV shows in India to increase brand awareness during the peak season for body lotion sales.

Communication Goal

The body lotion category in India currently stands > 10% penetration and has been almost stagnant for the last 3 years. With no new consumer recruited in the category; Vaseline -the biggest player in the category with almost 50% market share started witnessing a decline in business growth along with key brand attributes in terms of efficacy as well spontaneous awareness.

Hence Vaseline's growth was dependent on establishing its superior efficacy amongst non/surrogate users through its '6X Long-Lasting Moisturization' promise.

Challenge

"Moisturization"as a benefit in India is understood and seeked by the consumers in the form of...

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