Vaseline Readies Massive Promotion with “Maneater”
Unilever has launched a massive promotional campaign for its Vaseline Aloe Fresh brand tied to a new Lifetime Networks miniseries, “Maneater.”
The agreement gives exclusivity to the new Aloe line of light lotions as the presenting sponsor of the two-part program and includes an expansive combination of marketing opportunities to reach the brand’s target audience: women.
“Our goal is to communicate the light, refreshing sensory benefits of the new Vaseline Aloe Fresh line,” said Stacie Bright, a spokesperson for Unilever. “We believe ‘Maneater’ is a great way to do that, as it represents Lifetime’s kick-off to the summer season and has a fun, fresh storyline that will appeal to our target consumer.”
The encore presentations of “Maneater,” starring Sarah Chalke (TV’s Scrubs), air May 30 and 31 on Lifetime Television and Lifetime Movie Network, which are cable TV’s top two women’s channels, the firms said. Chalke is a spoiled, shallow socialite, approaching her 32nd birthday, and is in a panic trying to find a rich husband.
A key element of the partnership, brokered by Mindshare, is the multiple product integrations of Vaseline Aloe Fresh into the miniseries, including branded-content vignettes starring Chalke and featuring Vaseline Aloe Fresh.
Co-branded promotional spots will run on- and off-network, as well as on the radio.
Online, viral e-cards and e-mail blasts will support the partnership, as will ads on top entertainment, women’s and gossip sites.
Extensive out-of-home, public relations, mall signage in 15 markets, including New York and Los Angeles, and a major print buy also support the effort.
In the four-hour miniseries, Chalke maintains a list of rules to live by, a set of tenets she uses as a guide for her life. Playing on this theme, Lifetime and Vaseline Aloe Fresh created a promotion called “The Rules for Skin Season” to celebrate ways (rules) to enjoy the summer and the benefits of the brand. Branded content vignettes feature Chalke in short, comedic videos that illustrate some of rules.
A sweepstakes begins May 1 and offers players a chance to win a trip for four to a Florida Keys beach house. Second-place prizes will be awarded weekly and include Vaseline Aloe Fresh products. The sweepstakes will be promoted on-air, in print, online, through mobile channels and with freestanding inserts in newspapers nationwide. The site will also house a dedicated online community where visitors can share skin care advice.
The launch of Vaseline Aloe Fresh is a key focus of marketing for Unilever this summer.
Company-wide Unilever has participated in a number of integrations and sponsorships. But, this is fairly new territory for the Vaseline brand, Bright said.
Vaseline recently participated in VH-1’s “The Shot,” a 2007 reality TV show featuring budding photographers who were challenged to photograph various portraits of skin for the “Vaseline Skin is Amazing” campaign.
In 2007, Unilever’s Ponds face care brand was the exclusive presenting sponsor of the USA Network’s “The Starter Wife.”
“We created a fully integrated media and marketing campaign that celebrated 40-something women everywhere,” Bright said of “The Starter Wife” campaign. “Not only did the campaign raise awareness of brand, but also sales of wet cleansing towelettes increased.”
