Vaseline Marmite April Fools Day

To launch the UK Vaseline Facebook page, a creative concept was conceived to announce a spoof Marmite flavoured Vaseline Lip Therapy for April Fools.

The PR execution was turned around in just one week, complete with 25 samples for select media. A large majority of coverage included direct links to the new UK Vaseline Facebook page to build up a solid fan database. Twitter became a key platform for discussion of the spoof and posts of sample visuals by media, so much that #VaselineMarmite became a trending topic.

Topline Stats:

  • Generated coverage reached over 42 million consumers
  • Over 100 pieces of coverage, including 30 specific beauty blog features
  • Both Marketing Week and The Sunday Telegraph included in favourite April Fools story features
  • Over 2,000 new Facebook fans achieved during 1-3rd April alone
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