Elida-Faberge has hired the newly opened London office of US agency
Cairns and Associates to handle PR for its Vaseline product range after
a head-to-head pitch against long-standing incumbent
Work starts this week on the consumer account. Fees for the account
could total pounds 200,000. Cairns is based in New York and already
handles consumer PR for Vaseline in the US.
Products under the Vaseline brand include Intensive Care products,
petroleum jelly and its lip care range.
The agency has been briefed to promote the Vaseline range of products
through the women’s magazines and the lifestyle press.
Cairns is expected to replicate marketing strategies it used for the
product in the US.
They include celebrity skincare secrets, where celebrities, including
jazz musician Eartha Kitt and Spice Girl Mel C, reveal beauty tips about
how they use Vaseline petroleum jelly.
In the US, the campaign had a cause-related marketing aspect, where
money was donated to charities.
Other campaigns were designed to promote Vaseline’s Intensive Care range
with the strapline: ’take intensive care of yourself’.
Cairns opened its London office last week with a four-strong team led by
Cairns and Associates vice-president Pippa Strutt.
The agency’s US clients include the Reader’s Digest, Unilever and Volvo