Unilever takes ‘Afrocentric’ approach to marketing in Malawi with Vaseline Winter Warmer campaign

Unilever takes ‘Afrocentric’ approach to marketing in Malawi with Vaseline Winter Warmer campaign

Unilever Malawi has launched a new promotional campaign for one of its flagship products, Vaseline. The Vaseline winter warmer campaign will highlight the product’s key claims in a bid to attract new consumers.

Marketing Manager for Unilever Malawi Wongani Vinkhumbo said: “Vaseline is the brand that has been in existence for over 100 years and as Unilever Malawi, we want to let people know that Vaseline winter warmer is good for healthy skin as it restores and soothes dry skin within a period of three weeks.

“We are targeting 32 groups of women across the nation with the activation messages of Vaseline because we believe women are decision makers when it comes to issues like these.”

The campaign has enjoyed success in Zimbabwe where it has been running for four years. The Unilever Southern Africa Brand Building Director Juliet Ziswa said: “We have decided to improve our products and standards as a brand, in doing so we are providing what we call Afrocentricity, focusing on the requirements of the African market.”

 

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