The communication goal
Vaseline Petroleum Jelly is a leader and a century old brands that is synonymous with extreme skin care during winters. Vaseline's key growth attribute 'Heals dry skin' and Spontaneous awareness was under tremendous stress during the winter season, Q4 of 2018 (As compared to Q4 of 2017)
The goal: we had to grow the key attribute of 'Heals Dry Skin' along with 'spontaneous awareness' for Vaseline Petroleum Jelly.
The situation analysis
Key markets for all petro-jelly brands are medium populated towns of UP, Bihar, MP and Rajasthan. This is due to the extreme winters and dry skin...