Bangkok--28 Mar--Aziam Burson-Marsteller
Sand-and-sea amusement park aims to increase Vaseline Sun Block’s market share this summer
Vaseline by Unilever Thai Trading Co., Ltd. is spending over 80 million baht to hold the “Vaseline Full Sun Fun Fair” to encourage skin care-conscious women to enjoy the hot summer season without worrying about the strong sunlight. This seasonal marketing campaign aims to prove the product’s effectiveness as well as strengthen Vaseline’s positioning as body care expert. Vaseline anticipates at least a 20% sales increase for its Vaseline Healthy Protection Sun Block products.
The company is sparing no expense to organize the Vaseline Full Sun Fun Fair amidst sizzling temperatures and strong sunlight on Saturday, April 29, 2006. Working closely with Pattaya City, Vaseline will set up an amusement park of over 2,000 square meters on Jomtien Beach. It will feature a wide range of great beach and water attractions and amusement rides plus many fun and exciting games. Vaseline users can also cool off with a variety of activities by the renowned A-Time DJs, concerts by famous stars and exciting beachwear fashion shows.
According to Mrs. Wannipa Bkakdibutra, Vice President - Personal Care, Unilever Thai Trading Co., Ltd, this seasonal event is to inspire customers to find the most appropriate skin protection that fits summer weather and the resulting levels of sun exposure.
“We want to make believers out of those who have not taken enough care of their skin and also those who think outdoor activities are a threat to their skin. They can now enjoy outdoor summer activities while leaving their skin protection to Vaseline Healthy Protection Sun Block. We believe that the turnout for this sun-challenging event will be tremendous, with over 5,000 participants expected to attend,” said Wannipa.
The Vaseline Full Sun Fun Fair will be held in collaboration with Pattaya City to offer locals and tourists in the resort city a delightfully fun summer experience. Mr. Ronakit Eakasingh, Deputy Mayor of Pattaya City, said, “April is a month of real relaxation, when everybody typically gets together to have fun. In this spirit, I believe that the Vaseline Full Sun Fun Fair is a great public-private initiative that combines exciting beach and water activities to bring joy and vibrancy to Pattaya.”
Vaseline is promoting the event through several media channels including radio, print publications and outdoor advertising. The promotional program also includes a 30-second “Vaseline Full Sun Fun Fair” commercial that started airing on March 24. Additional consumer activities include:
1. The Sun Smile promotion: To help beach babes enjoy effective, non-greasy protection against strong sunlight on facial and body skin, a special set of 100ml of Vaseline Healthy Protection Sun Block SPF 30 and 30ml of Vaseline Healthy Protection Facial Sun Block SPF 30 is available for only 365 Baht, reduced from the usual price of 418 Baht. This set comes with a free waterproof Sun Smile camera worth 250 Baht. The promotion runs from March 12 to April 8 or until supplies run out.
2. A chance to win a one-night hotel stay: Customers who buy any size and variety of Vaseline Healthy Protection Sun Block can enter a special lucky draw at promotion booths to win a two-day, one-night stay for two at the Royal Cliff Beach Resort in Pattaya. The lucky draw runs from April 1 to 28.
3. The “Brave the Sun” experience: Customers can bring any size and type of Vaseline Healthy Protection Sun Block package to redeem for gifts and special privileges at the Vaseline Full Sun Fun Fair.
The Vaseline Full Sun Fun Fair is expected to help boost the consumption of sunscreen lotion by 10% and further strengthen Vaseline’s long-standing market leadership. The company currently holds a 24.2% share of the 3.81 billion baht body care market segment.
“We believe that the Vaseline Full Sun Fun Fair will be a big hit with Vaseline users who like participating in outdoor activities. The event also offers a wide array of activities for kids and families,” said Mrs. Pakachat Taychaburapanone, Unilever Market Development Director for Skin.
The Vaseline Full Sun Fun Fair is divided into three zones, including the Beach Zone, Sea Zone and Kids’ Zone. Each zone offers a spectrum of beach and water attractions and amusement rides plus lots of fun and exciting games such as “Sun Bowling,” “Sea Slider” and “Sea Roller.” The fun fair includes other activities such as a photography corner, tattoo studio, hair-braiding station and much more. For more information, contact the Unilever consumer center at 0 2739 4000
About Unilever’s Body Care Products
Unilever Thai Trading Co., Ltd. leads the body care market with two strong brands — Citra and Vaseline. It has consistently won the trust of Thai women for over 20 years with its wide range of product innovations to meet the demands of a diverse set of consumers.
Citra is designed specifically for consumers who prefer natural innovations. Citra has successfully pioneered the skin-whitening segment. Citra is available in four variants including 1) Citra UV White for fair-to-medium skin shades, 2) Citra Extra White for darker shades of skin, 3) Citra Extra Nourishing for dry skin and 4) Citra Smooth & Glow for smooth and glowing skin.
Vaseline is a highly acclaimed body skin care expert and can help skin achieve a healthy look and feel. Vaseline’s products include 1) Vaseline Healthy Skin with soya milk protein and vitamin E for dry skin, 2) Vaseline Whitening UV Lotion with yogurt combination for healthy light skin, 3) Vaseline Firm & Fit for firm skin, 4) Vaseline Total Age Defense for mild skin, 5) Vaseline Healthy Protection Sun Block for UV protection for facial and body skin, 6) Vaseline Healthy Hand & Nail for hand and nail nourishment, 7) multipurpose Vaseline Petroleum Jelly and 8) Vaseline Harmony soap for clean and healthy skin.
About Unilever
Unilever Group of Companies in Thailand is a leading fast moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers a wide range of leading brands that add vitality to life of Thai consumers in four categories. Home Care products include Close-Up toothpaste, Breeze, Omo and Surf detergents; Comfort fabric softener; Sunlight dishwashing liquid; Vim floor cleaning products. Personal Care, Skin Care and Cleansing products are SunSilk and Clinic Clear hair care products; Axe and Rexona deodorant; Dove, Pond’s, Vaseline, Citra skin care products and Lux. Ice Refreshment and Foods include Wall’s Ice Cream, Knorr, Lipton and Bestfoods. Unilever Network is a direct sales business within the group.
For further information, please contact:
Satida Sritunyathorn or Woranuch Techatanachuen
Aziam Burson-Marsteller
Tel: 0 2252 9871
E-mail: [email protected]
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