2010 SILVER

BEAUTY PRODUCTS & SERVICES

VASELINE MEN: THE MAKING OF A MANLY LOTION

VASELINE MEN, UNILEVER

Jennifer Vasold-Singh, Global Brand Development Manager
Srini Sirpada, Brand Building Director
Elizabeth Tomasulo, Brand Building Manager
Gaston Vaneri, Global Brand Director

BARTLE BOGLE HEGARTY

John Foster, Global Creative Director
Vlad Ivangorodsky, Art Director
Nick Zafonte, Copywriter

MINDSHARE

Karen Bennett, Client Leadership Director

ESPN

Joshua Richman, Senior Director of Co Marketing

MBOOTH

Jennifer Teitler, SVP Director

PHOENIX PRODUCTIONS

When Vaseline MEN lotions launched, we needed to persuade the football-loving, God-fearing, hairy-chested American man to use lotion. Not only when his skin was very dry, but regularly to keep his skin healthy. We set out to convince guys their skin is important and to eliminate the obstacles impeding them from regularly using lotion - specifically the perception that applying lotion is time-consuming. We succeeded in enacting a behavior change and over-delivered on share by 30%.