PR Case Studies
Vaseline Intensive Care Lotion (Canada)
Harbinger
In July 2005, Canadians were introduced to a revitalized Vaseline Intensive Care Lotion (VICL), featuring new packaging, new formulations and a new personality. After extensive research, it was determined that although awareness for VICL was extremely high, the brand lacked emotional appeal.
Harbinger worked with the VICL brand team to develop an integrated marketing communications campaign that positioned the brand as a "touch ambassador". Tying into consumer insights that skin is for touching and that healthy skin facilitates healthy touch, the program educated Canadians on the need for touch and challenged them to add more touch to their everyday lives.
Results of the program far exceeded expectations, with VICL receiving extensive coverage in media across Canada, including coverage in fashion and beauty magazines. We were also able to change beauty editors' percepton of VICL and also raise VICL's profile in the Canadian marketing community.
