Vaseline launches new advertising campaign and hires bloggers, including Asheville mom blogger, to join ‘Dry Skin Patrol’ and promote brand

Jason Sandford

Jason Sandford is a reporter, writer, blogger and photographer interested in all things Asheville.

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Vaseline is launching a new major, multi-milllion-dollar advertising campaign and has enlisted the help of three female bloggers, including Asheville blogger Michelle Lee, who writes The Adventures of Supermom blog.

Vaseline worked with the New York office of advertising agency Bartle Bogle Hegarty on everything from creating a new brand strategy and packaging to finding women who could help tell the Vaseline story. The agency crawled the Internet, searching on terms like “dry skin.” The agency emailed a pool of bloggers, then interviewed 75 before settling on the three, including bloggers in Hawaii and California.

From the New York Times:

The bloggers were sent samples of the products and will now be compensated spokeswomen for the brand’s Dry Skin Patrol. The group will go on a Vaseline Intensive Rescue Mission Tour to promote the brand objective of one million good skin days.

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The tour will consist of four stops around the country. They are the Philadelphia Marathon on Nov. 21; the Aspen, Colo., Winternational women’s ski competition on Nov. 28; the Polar Bear Club swim in Coney Island on Jan. 1; and the John Beargrease Sled Dog Marathon in Duluth, Minn., on Jan. 29.

At each stop, Vaseline will have tents where consumers can get samples of the product and learn about skin care. At some stops, the bloggers will be joined by Wendie Malick, an actress on “Hot in Cleveland” on TV Land, and Dr. Jessica Wu, a dermatologist who appears on a microsite, DrySkinRescue.com, that Vaseline created with EverydayHealth.com to feature videos of each blogger’s dry skin story, skin care tips, free samples and product information.

There’s more. Vaseline will place advertorials in major magazines, such as People, and plans to hold demonstrations and give away samples at 10,000 retail locations. Vaseline also unveiled a Facebook page that will showcase videos of bloggers on tour. Followers can submit questions, request samples and get entered into a sweepstakes.

Lee blogs that she’s excited about getting to tour the country and pitch Vaseline. Above you can see her commercial.

Thanks to loyal reader AW for pointing me to this story.