Prescribe The Nation

Background

Unilever wanted to launch a new prescription-strength moisturiser into the US market, Vaseline Clinical. Research showed that there were high levels of trust in the Vaseline brand so the challenge was how to turn existing brand fans into active brand spokespeople.

Part travelogue, part documentary, the campaign originated with BBH New York before OgilvyOne took it online creating a site which allowed the personal recommendation of one woman in Alaska to reach out to over 3 million other people across the United States.