The FMCG company has briefed a number of agencies about a relationship marketing task. It is asking agencies to create a loyalty programme for customers as it reinvests in the Vaseline brand.
Vaseline sits in Unilever's Home and Personal Care division. Unilever's roster agencies in this division include Claydon Heeley Jones Mason, which handles Impulse, and Tullo Marshall Warren, which holds the Comfort business. OgilvyOne, Craik Jones Watson Mitchel Voelkel and Chemistry have worked on brands including Dove.
In September, Unilever consolidated its £30 million global Vaseline ad account into Bartle Bogle Hegarty. The business was previously held by McCann Erickson, apart from in the US where it was handled by JWT.
According to 2004 figures from Mintel, Vaseline Intensive Care leads the UK hand and body care market with a share of 19.1 per cent.