Vaseline, or Vaseline Intensive Care as it was known at the time, was a real problem child for Unilever. Years of brand neglect, growing irrelevance in skincare and global inconsistencies meant that the brand had lost ground on its younger, more agile competitors.
Unilever challenged bluemarlin to re-establish Vaseline as the leading everyday expert in skincare. By revisiting the brand’s 100-year-old heritage, and celebrating one of the body’s most under-appreciated organs, bluemarlin succeeded in re-establishing Vaseline’s unassailable role in making skin amazing around the world.
Post-redesign, Vaseline quickly became the #1 skincare brand in the US, and Unilever’s fastest growing brand for 2 years. bluemarlin helped to launch 16 ranges in 80+ markets, achieved 100% growth in India and influenced a decade of award-winning campaigns.
“In 1869, Robert Cheeseborough discovered a 100% natural product, from deep within the earth, which had remarkable skin healing properties.”
in the words of the client
“As creative and strategic partners, bluemarlin provides insight and vision necessary for the successful management of global brands.”
Ricardo Pimienta, Global VP SkinCare, Unilever
Crosta & Mollica
360˚ brand experience capturing a taste of the real Italy