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Vaseline campaign uses Nigerian Prince to combat fakes
Vaseline has introduced a WhatsApp-based authentication tool in Nigeria as part of a campaign developed by Leo Singapore, part of Publicis Groupe, to address the spread of counterfeit body oil products in the market.
The initiative responds to growing concerns about fake skincare products, which may contain unregulated ingredients and pose health risks to consumers. While Unilever continues to work with authorities to tackle counterfeit goods, the company aims to provide a faster, consumer-facing solution.
Chat-based tool targets product verification
The campaign centres on the Vaseline Authenticator, a free tool accessible via WhatsApp. Consumers can scan a QR code or follow a link from campaign materials to begin a chat and verify whether their Vaseline Body Oil product is genuine.
Users are prompted to upload images of the product packaging, after which they receive confirmation on authenticity within seconds. The tool currently focuses on body oils, identified as the most affected product category.
Shazan Zahir, Head of Beauty & Wellbeing, Unilever International: "Counterfeit products are a growing concern for Nigerian consumers, particularly when it comes to products people trust for their skin. This initiative is about making authenticity simple to check, using a tool they already have in their pocket."
The tool forms part of a broader effort to empower consumers directly, complementing existing enforcement measures led by authorities.
Campaign reframes “Nigerian Prince” narrative
The campaign features Prince Chris Okagbue of the Onitsha Kingdom, drawing on the widely known “Nigerian Prince” scam trope to highlight issues of trust and authenticity.
In campaign content, Prince Chris Okagbue addresses the association with scams and positions himself as a credible figure advocating for product verification. The narrative connects counterfeit goods with broader concerns about trust in everyday purchases.
Anirban Mullick, Head of Sales Africa, Unilever International: "This initiative is our way of fighting back, not just as a brand, but alongside the consumers and retailers who are affected most. We want every Vaseline product picked up in Lagos, Abuja or anywhere in Nigeria to be the real thing."
The campaign includes social media activity alongside out-of-home placements in locations such as Lekki and Surulere, as well as in retail environments including supermarkets and pharmacy chains.
Leo Singapore leads creative and rollout
Leo Singapore developed both the authentication tool and the campaign in collaboration with Unilever International, combining technology with a culturally relevant narrative to engage consumers.
Asheen Naidu, Group Executive Creative Director at Leo Singapore: "This brief started as a counterfeit problem but turned out to be one of the most compelling campaigns we've ever made. A real Nigerian Prince fighting fakes - we felt that would be quite a surprising solution to a real business problem."
The rollout spans major retail outlets and neighbourhood stores across Nigeria, aiming to increase awareness and adoption of the verification tool at the point of purchase.
