Vaseline: Sun warnings

Health and beauty manufacturer Vaseline’s Sun Warnings campaign aimed to improve brand equity and grow value share for its sun-protective moisturisers in Thailand.

Campaign details

Title: Sun WarningsBrand: UnileverProduct: Vaseline SPF Body LotionIdea: OgilvyCountry: Singapore

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessTHAILANDNon-specificOtherMiddle

Around SGD30,000 spend on production cost for the prints.

Around USD96,000 spend for media: The campaign budget besides production costs went into D-OOH, as contextual placements were key to achieving results. The message was further amplified via influencer partnerships. The budget for this campaign was significantly lower than a typical brand campaign budget for Vaseline and for competitors because of the...

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