ABOUT

This new prescription strength moisturiser needed a positioning that would convince very cynical consumers - those who had tried everything before to ease problem dryness in their skin and so were very well informed.

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 an award winning advertising campaign.

BBH New York won the Jay Chiat Award for Strategic Excellence for its "Vaseline Clinical Therapy: Prescribe the Nation" campaign. This was a groundbreaking Word of Mouth campaign.

Here's what BBH said about their campaign: By harnessing and trusting the power of our consumer and connecting that to a truth about our product we made Word of Mouth our idea, not just a vehicle to amplify it. We put a small town in Alaska on the map and showed how its influence could spread across a nation, mapping it as it spread. We created a social movement built around real people, real connections and a resolute belief that our product worked.