Vaseline- Treating Manjuries Since the 1800's

FINAL CREATIVE BRIEF

Manager: Naomi

Strategists: Melanie Black, Julianna

Brand:

From serving as Marilyn Monroe’s glow-booster to World War II officers’ soothing miracle jelly, Vaseline has consistently helped individuals through the thick and thin for over 150 years. With very mid-range prices for extremely versatile products that can treat anything from burns to dry-skin, Vaseline is constantly rated as one of the best value brands in skin care. Despite Vaseline having consistently better value (price per quantity and uses), other more expensive, less safe, and uni-purposed brands are running away with the competition.

The Problem:

Vaseline is not on men’s radar as a necessity when it should be because of its durability, consistency, and simplicity. We want to make Vaseline a toolbox-staple.

The Target Market:

“Go-To Guys” are hard-working men 20-34 years old who want to take care of themselves, but can’t be bothered to treat their “manjuries” properly. These men won’t allow small cuts, burns, etc. to interfere with their work but usually brush them aside as ‘merely a flesh-wound.’ The same goes for most things- if these Go-To Guys could quickly use a magical product that worked for their teeth, hair, skin, and smell, they would. The tools they use for any task just have to get the job done- think duct tape on a radiator cap or a hat over unwashed hair. In the end they just want to find the “multi-tool” of skin products so they can escape from in front of the mirror and into their garage, back to the game of football with their kids, or over to the neighbor’s house to fix their fence.

The Consumer Insight:

My appearance is important to me, but my day to day work is demanding enough. I do not need to fuss over something that is merely a flesh wound.

The Brand Insight:

Vaseline is the all-in-one solution that will “fuss over” your skin so you don’t have to.

Strategy Statement Ideas:

For the Go-To Guy who can't be bothered to keep up with all their manjuries and manly needs, Vaseline allows them to live their lives “fuss free.”

Tone:

-Relatable

-Reassuring

-Relaxed but Candid