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Shielding Vaseline from "nude" ad campaign media protests

Project Fenomeno was the global re-launch of the core Vaseline Daily Care range. After a successful South Africa launch, the campaign was adapted for the mainstream black Africa market.

However, when the billboard campaign featuring a nude radio present Sheila Mwanyigha, went live, it drew immediate public outcry online and in print in the from of some 15000 letters to the editors.

Ogilvy managed the crisis through proactive media engagement that stopped the publication of the letters and generated positive stories around the issue instead.

Done by:Ogilvy PR