Verve and the healing power of Vaseline

Issued by Verve

3 Feb 2015

Vaseline was founded over 140 years ago and has become synonymous with skin healing. With the inclusion of micro droplets of petroleum jelly throughout the Vaseline range, the amazing healing power of Vaseline reached another milestone in its iconic journey. With this great innovation, Vaseline has put its heritage at the heart of everything they do.

This advancement in product efficacy can restore dry skin quicker and better than ever before. The metamorphosis that happens is quite incredible and Vaseline asked Verve Marketing and Communication, a through-the-line Durban-based agency, to help them tell the story.

"As a leading brand in South Africa, consumer love for Vaseline is tangible. It's strength rests in its ability to evolve as a brand, yet still stay true to its heritage. Being given the opportunity to work on the new positioning was a challenging one as our brief was to grow existing brand love to new heights with an exciting new look. Working closely with client, we were excited with the scope we had to push boundaries across the channels we worked on... particularly in Out of Home," says Gwyn Smith, Managing Director of Verve.

To help South Africans understand about the amazing new restorative qualities of Vaseline, Verve's strategy played an integral part in developing key channels for the campaign: Print, OOH, Mall take-overs, and an innovative Media launch.

The OOH included spectacular 3D billboards that communicated the idea of skin restoration and metamorphosis. This was the first time that such billboards have ever been done with the brand.

Verve helped launch Vaseline's new Intensive Care range at an event in Johannesburg to key media. Guests were treated to a sensorial experience like no other including a 4D Dome experience highlighting how amazing skin is and the incredible healing properties of your skin if it is properly cared for.

The 4D experience, developed by the activation agency, was a first of its kind in South Africa and was revealed at the media event. It was followed by an opportunity for guests to visit the Vaseline Skin Centre and have their skin tested, as well as trial the new Vaseline Intensive Care range.

Guest enjoyed a sensorial experience in the restorative, blue world of Vaseline with a dinner that awakened all the senses with colours, textures and flavours all linking to the sensorial nature of the new range.

"In an industry cluttered with agencies, it's refreshing to find a creative partner like Verve marketing. As an agency, they are passionate about working closely with the client to ensure a joint vision is achieved. Over the years I've had the pleasure of working with Verve in almost every marketing channel imaginable and I've always been blown away with the results," says Ryan Gosling, Vaseline Brand Manager.