Vaseline named UK's top consumer healthcare storytelling brand

Vaseline has been named as the UK’s top consumer healthcare storytelling brand according to the results of a survey conducted by Aesop Agency in association with OnePoll.

The top 10 – which features skincare, cold relief, dental and antiseptic brands – were found to be ‘memorable’, ‘engaging’, ‘authentic’ and ‘believable’ by the 1250 UK consumers polled.

“It is estimated that there are 50 million visits a year to GPs that could have been dealt with by a community pharmacist…healthcare brands have an opportunity to talk more directly to consumers than ever before, to get closer to patients and to help them make informed choices,” commented Ed Woodcock, director of narrative at Aesop, who added the intent behind the survey was to identify “healthcare brands that are doing it well and those that could do better.”

Cold relief brands took category gold with two appearances in the top 10 (third place Vicks and Lemsip which ranked sixth), Covonia squeezed into the top 20 in 19th place with Day/Night Nurse at 23rd. Those surveyed identified Vicks as a brand with a ‘unique character and personality’; Lemsip and Covonia were also named as characterful brands.

Overall the majority of healthcare brands were found to be failing to ‘intrigue’ consumers. “Historically there’s been little need for brands such as these to emotionally resonate with their desired audiences,” explained Nick Dunthall, head of health, Aesop.

“But as we begin to consume health products as we do those in other categories, health brands will need to intrigue and provoke a response from those they’re selling to.”

Of Durex, which ranked fifth, respondents said the brand had a ‘clear sense of purpose and vision’ (38 per cent) as well as being ‘authentic and believable’ (40 per cent). Despite being the consummate storyteller the brand split audiences with men ranking the brand in first place overall and women sixth.

Commenting on Durex’s narrative success, Woodcook said: “Over time, the Durex narrative has changed from ‘safer sex’ to ‘better sex’. They’re on a mission to change attitudes and habits – constantly thinking of ways to encourage people to be more adventurous in the bedroom. And they produce lively, cheeky content that keeps us interested and engaged.”

The poll found a number of top healthcare brands failed to register as storytelling brands with lipcare and vitamin/nutrition/weightloss brands dominating the bottom 10. Maxinutrition came last over all (3 per cent) with Chapstick, Blistex and Zovirax all at the bottom of the survey.

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