Vaseline
UNILEVER
Steve Miles Global Brand VP-Health Brands
Fernando Machado Brand Devel. Dir.
Nick Soukas Brand Building Mgr.
BARTLE BOGLE HEGARTY
Emma Cookson CEO
Kash Sree Creative Dir.
Sarah Thompson Group Acct. Dir.
Tracey Lee Group Planning Dir.
John Foster Creative Dir.
Maxim Dashkin Acct. Dir.
Craig Smith Creative Dir.
This is the story of a total brand turnaround on a global scale. It’s
the story of a tired relic of a skin care brand that had faced a 30-
year share decline only to become the fastest-growing brand in
the category and the story of experiencing double-digit growth.
The brand did so by repositioning itself as the skin authority that
understands and respects the wonder and complexity of skin. In a
category obsessed with look and feel, Vaseline focused on skin’s
amazing properties as a way to engage and provoke consumers
to join in a quest to “Keep Skin Amazing.”
Dove
UNILEVER
Fernando Acosta Sr. VP-Global Brand Dove
Giovanni Valentini Brand Devel. Dir.
OGILVY & MATHER
Illona Elspass Acct. Dir.
Becky Getz Sr. Part.- Group Acct. Dir.
Dennis Lewis Global Creative Partner
Maureen Shirreff Sr. Part.- N. Amer. Creative Dir.
Rock Pausig Part.-Creative Dir.
Rebecca Rush Part.-Creative Dir.
Tereasa Surratt Creative Dir.
Larry Byrne Sr. Part.- Dir.-Bdcst. Production
Dove launched this campaign with two missions in mind: Spark
worldwide debate by challenging the idea that you have to be
young to be beautiful and move products off the fiercely competitive anti-aging shelf. In less than a year after its launch, the campaign has broadened society’s definition of beauty by putting
Dove’s “Pro-Age” point-of-view on the cultural radar and making
its product line a force to be reckoned with in the category.
