Repositioning a global iconic brand across different stages of market development
A truly iconic brand, Vaseline is a household name for many. Now present in every continent, the challenge was to position the brand to be as relevant in its US and Europe homelands, as in new developing markets such as China, S.E. Asia and Latin America.
A full Brand Transformation journey led to the positioning of ‘Great Skin for Those that Do’ – positioning Vaseline as an everyday saviour as part of busy people’s everyday lives.