The Vaseline healing project

Vaseline, the dermatological company, increased penetration and sales by generating mass awareness and consumer advocacy through media coverage in the USA.

Campaign details

Advertiser: UnileverBrand: VaselineAgency: EdelmanCountry: United States

Assignment description

Consumers today are making purchasing decisions based on the responsible efforts of a company. However, with the hype around "brands with purpose" many people are left questioning whether those brands are really making a difference. To build a relevant and authentic social mission for Vaseline®, the brand needed to do some real soul searching, which is why Edelman was enlisted to help (1) identify the right purpose territory (2) develop a social mission with credible partners and (3) launch the communication to the...

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