"We're playing up a mother's desire to be constantly hugged by her kids. Vaseline wants to be the spark for the interaction between mothers and children," said brand manager Jenny Infante Reyes. "Therefore, a mother should use Vaseline everyday for healthy, 'huggable' skin."
Claire Lopez, president of Dyll, the small, full-service local ad agency behind the campaign, said the TVC was the first phase of a bigger brand push. Vaseline was relaunched in the Philippines in the late '90s and has since become market leader with 20 per cent value share. Its main competitors are Johnson's Baby Lotion , Jergen's and, more recently, a plethora of skin-whitening lotions.
Vaseline appeals to emotions with 'Hug a mom' TVC
Unilever has launched the Vaseline 'Hug a mom attack', an activation campaign for the skin lotion brand. The TV commercial, which is the main communications medium, shows scores of little children rushing towards mothers and hugging them.
