Will guys buy Vaseline Men if a former NFL star tells them to?

3/30/11

Unilever has just announced that they are launching a campaign for their Vaseline Men line tied to the NFL draft and featuring Michael Strahan, former defensive end for the NY Giants.

The focused effort includes an online game, a technique that the brand has used successfully in the past as it has delivered double-digit growth in the two years since its launch in 2008.

The stated goal in the selection of Strahan as spokesperson for the line is to communicate the fact that “it’s perfectly macho for men to moisturize.” (Neff, 2011)

What do you think? Will this strategy be successful? Does it make sense to address men directly rather than their wives, who may do the family shopping?

Neff, J. (2011, March 30). Vaseline Men Kicks Off NFL-related Promotion Despite Lockout. adage.com. Retrieved March 30, 2011, from
http://adage.com/article/news/vaseline-men-kicks-nfl-related-promotion-lockout/149631/