Vaseline: The Bodycare King of Thailand

Dilip Garga

Vaseline, a skincare brand, increased its market share and customer sentiment in Thailand by connecting with its customers’ changing habits and desires.

Campaign details

Brand: Vaseline Brand owner: Unilever Entrant company: OgilvyIdea creation: Ogilvy & Mather, Singapore Market: Thailand Sector: Skin care, sun protection Media channels: Social media, Online video, Online display, Point-of-purchase, In-store, Outdoor, Out-of-home Budget: 5 - 10 million

Executive summary

A king about to be dethroned.

Vaseline dominated the body care category in Thailand. They were seen as a beacon of global expertise, authority, legacy, and trust built over years with Thai consumers. It knew that it was in a comfortable position, and...

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