vaseline for men
Positioning, 360° Integrated Campaign
Vaseline found itself struggling to market its lotion to men. Drawing from personal experience, we realized that men are most receptive to change—and most in need of softer skin—when they become new dads.
We created a ‘tough guy’ campaign, unapologetically confronting camera with their new babies in their arms, declaring how they’ve changed.
agency: BBH/NY
