Vaseline for Men
The challenge for Vaseline: how to market its lotion for men. Drawing on personal experience, we realized that men are most open to change—and in need of softer skin—when they become new dads. That was the genesis of our campaign, ‘A New Man, featuring real, rugged men and their babies. Proud and unapologetic, each dad declares how his newborn child has made him “a new man.” This modern celebration of masculinity offered immense social media opportunities for these “New Men” to share their pride, epiphanies and newfound wisdom.
