ADVERTISING MESSAGE

COPY ELEMENTS:

-Vaseline Shampoo Advertisement creates human interest by enticing the

emotions and senses of its prospective customers. The sales appeal for
the theme of beauty by showing a concise expression and showing what
the Vaseline Shampoo can do to the hair. The ads attract girls who want
to have long, beautiful and smooth hair just like the actors shown on the
clips.

ADVERTISING APPEAL:

- Vaseline Shampoo's main appeal is covered in nearly all of its

advertisements: Social Appeal Vaseline frequently discusses the Vaseline
shampoo showing mothers going beyond fromjust healthy glowing hair
into dream of glowing future for her child.The concept that will be used
in re-launching the renowned Vaseline shampoo will also concentrate
in family relationship to show consistency and for easy adaptation of
customers. Soft sell strategy will still be used with a touch of
highlighting the evolution of more valuable Vaseline shampoo in its
promotion materials and advertisement.

COPY PLATFORM:

Ad Subject; Vaseline Shampoo

Ad Problem: This relaunch product needs to recreate the appeal to the

market.

Product Characteristic:
Soft and Smooth Milk Nutrient Shampoo
Enriched with fruity scents(feminine fragrance)

Advertising Objectives:
Help the brand to be popular on the market and inform the
customers about the side effects of the shampoo.

Target Markets:
Every Filipino Family

Competition:
Sunsilk Shampoo

Statement of Benefit or Appeal:

“Vaseline for Soft and Smooth Hair”
“Enriched with milk protein”
“Healthy glowing hair for every Filipino”
 Creative Theme: Soft and Smooth Hair

Supportive Selling Point:

Ranked as the second-biggest shampoo brand in the Philippines
Have a strong standing of personal care because of Unilever
Well known as a niche leader in the shampoo industry.

KEY CONSUMER BENEFITS:

-The idea about the ads give the consumers an expectation about the
Vaseline Shampoo experience.The ads remind the consumer on how to
use the shampoo and give a reminder on always taking care of your hair.

PRODUCT PERSONALITY OR IMAGE:

-Vaseline Shampoo gives a relaxing vibes while taking care of their hair
especially for those mothers who have a tiring day and just want to relax
under the shower while giving this milky shampoo massage on their
hair.Vaseline also made use of funny and enjoyable TVads,commercials
promoting family relationships,jingles and songs.