Creators have made 155-year-old Vaseline one of Unilever's fastest growing brands, says CMO Leandro Barreto
Unilever's CMO Leandro Barreto credits social media creators with revitalizing the 155-year-old Vaseline brand. By allowing communities to define new uses for the product, the company has achieved significant growth and brand relevance.
Why it matters
It illustrates the power of community-led marketing and brand adaptation in the digital age.
Vaseline is a 155-year-old brand that has been "reinvented through the hands of creators," said Leandro Barreto, chief marketing officer at Unilever. Barreto said brand leaders thought Vaseline was a straightforward beauty brand, but they learned that customers use the product in many different ways — like on their dog's noses or in their shoes. "We started understanding we should give the brand back to the communities and let them do with it what was more relevant for them," Barreto said. "It's a proof for us of consistency of meaning, flexibility of the execution and culture." Read the original article on Business Insider
The article reports on corporate strategy and marketing trends without taking a critical or promotional stance.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in