at the intersection of brands, media and culture

Brand Extension I Hate – Vaseline

In Uncategorized on October 28, 2008 at 5:14 pm

Picture 3

Originally uploaded by distillerymedia

Sometimes the best thing a consultant can do is tell his/her client that something is a bad idea. That common courtesy does not appear to have been extended here.

Vaseline rationally makes sense; It’s soothing, it’s moisturizing, it goes on the skin, but the brand isn’t rational as much as it is emotional and sensory. Emotionally it either reminds you of diaper rash or the Proctologist and from a sensory point of view it is thick and gloppy (technical term) and probably not something you would want to smother on your skin unless you were being paid to wrestle in a kiddie pool…and even then.

I understand the purpose of the extension and trying to move out the guardrails on the brand so that they have more room on the road for product extensions and a real men’s beauty category. But they are about ready to spend a lot of money in a poorly conceived effort.

In addition, Vaseline is owned by Unilever so it is not like there was a lack of brands that they could have used for this initiative. They own AXE, Ponds, Dove and an English brand called LUX all which could have worked better than Vaseline.

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