Aesop, the UK-based brand storytelling agency, in collaboration with online polling company OnePoll has ranked the top 40 consumer healthcare brands perceived by the British as great storytellers. Unilever-owned Vaseline has been identified as the leader in the overall list of top performers, followed by another skin care expert E45 owned by Reckitt Benckiser, and P&G’s cold-relief brand Vicks.

As the UK is totally obsessed with the royal family life in general and the first birthday of Prince George in particular, Samsung wanted to draw Brits’ attention to ordinary people around them. The tech brand teamed up with Cheil UK on a tongue-in-cheek outdoor campaign that celebrated birthday of George—not the royal baby, but George Jagger, a kid from a family living in Matlock, Derbyshire. 

The adopters of the famous Greek fabulist Aesop’s approach, the namesake London-based agency has conducted a comprehensive research among 1530 18+ U.K. residents to reveal the top 10 ‘storytelling’ brands, referred to as those that are “engaging, memorable, with unique character and personality, with a clear sense of purpose/vision, authentic and believable,” among other storytelling credentials.