Nigerian princes get a bad rap. They’re always on the hunt for unsuspecting and gullible scam victims. Or so you think.
In a new campaign, Vaseline Nigeria has turned the Nigerian prince stereotype on its head, using Prince Chris Okagbue of the Onitsha Kingdom to front a campaign encouraging people to check their Vaseline skincare is the real deal.
Vaseline has created a new authentication tool to fight back against fake versions of Vaseline Body Oils in Nigeria through a campaign created by Leo Singapore.
With the global trade in fake goods estimated at US$467 billion, Nigeria’s skincare market has not been spared.
Consumers are increasingly at risk of using products made with unregulated, untested and potentially harmful ingredients that can lead to adverse reactions and health risks.
While Unilever already works with local authorities, the effects of enforcement action against fakes rarely reach consumers fast enough. This initiative makes it possible for consumers to shop with peace of mind and protect themselves from fakes.
The innovation behind the campaign is the Vaseline Authenticator – a free, WhatsApp-based tool that allows consumers to confirm the authenticity of their Vaseline Body Oils in seconds.
Consumers scan a QR code or click on the WhatsApp link appearing on campaign materials to open a WhatsApp conversation.
Users will then chat with the “Prince’s assistant” who would request photos of the front and back of the Vaseline Body Oil product and receive instant confirmation of whether the product is real or fake. The authenticator is currently built for Vaseline Body Oils, the most vulnerable product to being counterfeited at the moment.
“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,” said Shazan Zahir, head of beauty and wellbeing, Unilever International.
“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,” said Anirban Mullick, head of sales Africa, Unilever International.
Leo Singapore developed the Vaseline Authenticator tool and social media campaign in partnership with Unilever International.
“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,” said Asheen Naidu, Group Executive Creative Director at Leo Singapore.
The campaign will run with OOH buys featuring the QR codes in Lekki for awareness and Surulere, which has a strong youth presence, and also retail stores across Nigeria, from structured hubs like Market Square and SPAR, to neighbourhood superstores like Justrite, and trusted pharmacy chains such as H-Medix.
CAMPAIGN CREDITS
Brand: Vaseline
Shazan Zahir – Head of Beauty & Wellbeing, Unilever International
Anirban Mullick – Head of Sales Africa, Unilever International
Ibidare Adegunle – Business Development Manager, Unilever International – Nigeria
Xingyun Tan – Assistant Brand Manager, Unilever International
Janson Tan – Marketing, Unilever International
Creative Agency: Leo Singapore
Chief Creative Officer: Ajay Vikram
Group Executive Creative Director: Asheen Naidu
Creative Technologist: Sergey Mast
Creative Director: Boston Ho, Eugene Yow
Head of Integrated Creative & Production Services: Bettina Feng
Senior Integrated Producer: Isabelle Lee
Client Partner: Melissa Tee
Group Planning Director: Valerie Wang
Lead PR Partner: MSL Singapore, Alicia Thong – General Manager
Supporting PR Partner (Intl): Persuasion Communications
Supporting PR PR Partner (Nigeria): Quadrant MSL
Media Partner: All Seasons Zenith
Supporting Agency: Publicis West Africa
Production Company: Ama Psalmist Visuals, Prodigious
Production House: AMA PSALMIST VISUALS
Head of Production/Producer: Michael ‘AMA Psalmist’ Akinrogunde
Co-Producer: Abraham Christiana
Director: Ibidunni Oladayo
Photographer: Ryan Alabi
Director of Photography: Granville Wilson
Production Designer: Chris Udomi
Assistant Director: Fasunhan Oluwatosin
Post Production: Amos Tan, Jackson Toh, Prodigious
Colourist: Kyle Stroebel
Audio Post: FVSE
