The 2009 Jay Chiat Awards for Strategic Excellence Winners

Grand Prix:
BBH New York
"Vaseline Clinical Therapy: Prescribe the Nation"

Who would have thought you could create a social movement around a moisturizer? This is a story about how we used the power of word of mouth to help Vaseline command a premium and become the #1 moisturizer in the US.

With this launch we took a stigma, problem skin, and turned it on its head. Not only did we provide a platform for our consumers to spread the word about a proven solution, but we brought a gravely lacking sense of normalcy to the dialogue.

By harnessing and trusting the power of our consumer and connecting that to a truth about our product we made WOM our idea, not just a vehicle to amplify it. We put a small town in Alaska on the map and showed how its influence could spread across a nation, mapping it as it spread. We created a social movement built around real people, real connections and a resolute belief that our product worked.

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Next: "Fingerlicking and Politicking"