Vaseline: #BebasGera – liberating Indonesian Hijabi from stifling heat

Vaseline Indonesia, a petroleum-jelly product brand, launched a campaign in Indonesia to leverage on the issues of 'Gerah', and improve its scores on brand imagery, market share and relevance.

Campaign details

Brand: Vaseline IndonesiaAgency: Wunderman Thompson IndonesiaRegion: APAC



Introducing our Hijab bright variant series through a heartfelt message that resonates with the lives realities of Indonesian Hijabi.

In the past years, the Hand Body Lotion category penetration had been on a decline. Lack of relevance and uncomfortable sensorial feeling have contributed to this. This was further amplified by the stay-at-home restrictions, limiting the usage of such products.

Against this backdrop, the category recognizes the increasing number of Hijabi women in Indonesia. Although they were spending more, their consumption of HBL was very...

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