Vaseline has created a new authentication tool – and enlisted the help of a Nigerian Prince – to fight back against fake versions of Vaseline Body Oils in Nigeria.
Dupe Vaseline body oils have been infiltrating the country, many being made with untested ingredients, potentially causing damage to skin. With the global trade in fake goods reportedly estimated at $US467 billion, Vaseline is attempting to make a dent in the illegal market.
Cleverly playing on the ‘fake Nigerian prince’ email scams trope, Vaseline recruited Prince Chris Okagbue, an actual member of the Onitsha royal family, to be their spokesperson.
In the social media video, Prince Okagbue refers to the fake Prince scams but assures the audience that he is genuine. Implying that fakes make people question the authenticity of the real thing, he picks up a bottle of real-looking Vaseline, but throws it away.
The prince then announces that he has partnered with Vaseline to launch a new tool which allows consumers to check if their Vaseline Body Oil is real or fake.
Then he drops the campaign slogan: “Don’t let fakes get under your skin.”
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Vaseline’s Nigerian Prince campaign to fight dupes
Leo Singapore developed the Vaseline Authenticator tool and social media campaign in partnership with Unilever International.
Asheen Naidu, group executive creative director at Leo Singapore, told LBB online:
“This brief started as a counterfeit problem but turned out to be one of the most compelling campaigns we’ve ever made. A real Nigerian Prince fighting fakes – we felt that would be quite a surprising solution to a real business problem.”
Shazan Zahir, head of beauty and wellbeing, Unilever International, added: “Counterfeit products are a growing concern for Nigerian consumers, particularly when it comes to products people trust for their skin. This initiative is about making authenticity simple to check, using a tool they already have in their pocket,”
And Anirban Mullick – head of sales Africa, Unilever International, said:
“This initiative is our way of fighting back, not just as a brand, but alongside the consumers and retailers who are affected most. We want every Vaseline product picked up in Lagos, Abuja or anywhere in Nigeria to be the real thing.”
First launched in Nigeria, the Vaseline Authenticator is a free, WhatsApp-based tool that allows consumers to confirm the authenticity of their Vaseline Body Oils in seconds.
Top image: Vaseline’s Nigerian Prince campaign. Image: Instagram
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