Vaseline Shampoo Fragrance Campaign
The Brief
Differentiate a family shampoo brand from parity competition with its only differentiator being long-lasting fragrance.
The Scenario
In the cut-throat shampoo advertising arena, brands have always communicated functional benefits as differentiator.
The Opportunity
Filipinos are suckers for anything and everything heart-warming especially when the subject matter is family.
The Communication
Leverage on the emotional nature of Filipinos by saying that the long-lasting fragrance of Vaseline will encourage family members to become closer to each other.
Vaseline Shampoo Graduation Campaign
THE PRODUCT
Vaseline Shampoo is positioned as a family shampoo. It is targeted to moms who are in-charge of purchases for the entire family.
THE CULTURAL TRUTH
In a poor country such as the Philippines, having members of the family who graduate from school is a huge achievement.
THE INSIGHT
Graduation is an achievement not only for children but also for the parents who raise them.
THE OPPORTUNITY
Build emotional affinity among mothers during one of life's monumental occasions.
THE ROUTE
Celebrate the graduates as well as the moms who made achievements possible for them.
THE EXECUTION
A song released via a music video that tells of mom's invaluable role in a child's academic achievements.
VASELINE SHAMPOO “KAPAL” (THICK FACE/THICK HAIR)
In the Philippines, 'kapal' means thick. This term was used to magnify the benefit of Vaseline's new shampoo. Used as an expression, "Kapal!" also literally means thick-faced or more correctly, shameless. The TVC features a pretty, unassuming girl who people call "Kapal!" out of envy.
COPY TRANSLATION:
Meet Celine.
Always ahead of everyone.
CROWD: "Kapal!" (Shameless)
Always the prettiest.
CROWD: "Kapal!" (Shameless)
Always the lead.
CROWD: "Kapal!" (Shameless)
It pays to be "kapal".
With new Vaseline Thick and Clean Shampoo.
Active Aloe Wheat Proteins make hair thick.
So you can be shameless be proud of your beautiful hair.
LEAD GIRL TO THE FLIRTY BOY: "Kapal!" (Shameless)
Awards Initiatives
