Vaseline Clinical therapy

Brand positioning of an innovation

Our brief was to position a new innovation from Vaseline – a prescription strength moisturizer for people with chronically dry skin. The challenge was to find a positioning that would convince these consumers who were very cynical: they were very well informed and had tried everything in a bid to ease the discomfort of their skin.

We scoped a wide range of potential communications angles resulting in a communications brief that was quite different from the expected ‘medical approach’. This led to a successful launch and award winning advertising campaign.

Vaseline Aloe Vera

Brand positioning of an innovation

The global team wanted to launch a new range centred around Aloe Vera. We scoped all the possible positioning angles using Adcepts. It allowed us to investigate all the emotional nuances resulting in precise positioning and communications brief – this lead to a successful global launch.