Campaign details
Brand: VaselineBrand owner: UnileverAgency: Ogilvy SingaporeMarket: ThailandSector: Skin care, sun protectionMedia channels: Online display, Online video, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
This is the story of how Vaseline – the market leader in Thailand's increasingly commoditised hand and body lotion category, faced with declining share and low value perception – decided to go beyond the skin surface and get real with its consumers.
The brand shifted the category narrative from what it could do for skin, to...