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Although Vaseline is a global brand, the team recognized it was local insight that underpinned its No.1 position in most markets.

Make Believe were tasked with helping understand how the brand story (Quest for Purity) could be translated to markets as diverse as Egypt, Libya and Jordan. Key to this was gathering insights around the ‘bedtime routine’ for parents/children which is a key ‘brand moment’, as well as market specific themes to help their story resonate in communication.