Marketing That Matters: Vaseline, Heritage and the Power of Insight
The challenge for many leading brands is staying relevant in categories where functional claims and pricing pressure can erode brand value. As part of our Effie Awards South Africa series, which explores marketing and advertising effectiveness with leading marketers and advertising trailblazers, I spoke to Elizabeth Mokwena, Executive Marketing Director at Unilever, about why emotion still matters.
Conversation Highlights
Emotion as a driver of marketing effectiveness
How Vaseline’s “Mntana ka Gogo” refreshed a heritage brand
Parallels with Pete Case and Ogilvy’s international Vaseline…
The skinny
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