Vaseline is taking a direct shot at counterfeit products in Nigeria with an unexpected ally. A real Nigerian prince. Created by Leo Singapore, the campaign introduces a new authentication tool while flipping a long-running internet trope on its head.
Counterfeit goods remain a massive global issue, with fake products valued at more than $467 billion. Nigeria’s skincare market has been hit hard, exposing consumers to unregulated and potentially harmful products that often look indistinguishable from the real thing.
Rather than rely solely on enforcement, Vaseline is putting the power directly in consumers’ hands.
At the center of the campaign is the Vaseline Authenticator, a WhatsApp-based tool that allows users to verify products in seconds. By scanning a QR code or clicking a link, consumers can upload photos of their Vaseline Body Oil and receive immediate confirmation on whether the product is genuine.
“Counterfeit products are a growing concern for Nigerian consumers,” said Shazan Zahir, Head of Beauty and Wellbeing at Unilever International. “This initiative is about making authenticity simple to check using a tool people already have.”
The campaign’s standout move is its casting. Prince Chris Okagbue of the Onitsha Kingdom steps in to reclaim the idea of the “Nigerian Prince,” a phrase long associated with online scams.
In the hero film, Okagbue leans into the stereotype before flipping it. Holding what appears to be a legitimate Vaseline product, he discards it as fake and introduces the authenticator tool, delivering the line, “Don’t let fakes get under your skin.”
“This started as a counterfeit problem but turned into one of the most engaging ideas we’ve worked on,” said Asheen Naidu, Group Executive Creative Director at Leo Singapore. “A real Nigerian prince fighting fakes felt like the right kind of unexpected.”
The campaign is rolling out across social, out-of-home, and retail locations throughout Nigeria, with QR-driven activations placed in high-traffic areas, including Lekki and Surulere, as well as major retail chains and neighborhood stores.
For Vaseline, the effort is more than awareness. It is a practical solution aimed at restoring trust in a category where authenticity can directly impact consumer safety.
CREDITS:
BRAND: Vaseline
- Shazan Zahir – Head of Beauty & Wellbeing, Unilever International
- Anirban Mullick – Head of Sales Africa, Unilever International
- Ibidare Adegunle – Business Development Manager, Unilever International – Nigeria
- Xingyun Tan – Assistant Brand Manager, Unilever International
- Janson Tan – Marketing, Unilever International
AGENCY: Leo Singapore
- Chief Creative Officer: Ajay Vikram
- Group Executive Creative Director: Asheen Naidu
- Creative Technologist: Sergey Mast
- Creative Director: Boston Ho, Eugene Yow
- Head of Integrated Creative & Production Services: Bettina Feng
- Senior Integrated Producer: Isabelle Lee
- Client Partner: Melissa Tee
- Group Planning Director: Valerie Wang
- Lead PR Partner: MSL Singapore, Alicia Thong – General Manager
- Supporting PR Partner (Intl): Persuasion Communications
- Supporting PR PR Partner (Nigeria): Quadrant MSL
- Media Partner: All Seasons Zenith
- Supporting Agency: Publicis West Africa
PRODUCTION COMPANY: Ama Psalmist Visuals, Prodigious
PRODUCTION COMPANY: AMA PSALMIST VISUALS
- Head of Production/Producer: Michael ‘AMA Psalmist’ Akinrogunde
- Co-Producer: Abraham Christiana
- Director: Ibidunni Oladayo
- Photographer: Ryan Alabi
- Director of Photography: Granville Wilson
- Production Designer: Chris Udomi
- Assistant Director: Fasunhan Oluwatosin
- Post Production: Amos Tan, Jackson Toh, Prodigious’
- Colorist: Kyle Stroebel
AUDIO: FVSE
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
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