Best Vaseline Campaigns of All Time
Vaseline is the only brand on earth that can sell a byproduct of the oil industry as a high-end skincare miracle and have us all nodding along in agreement. It is a masterclass in staying relevant by doing almost nothing to the product while doing everything with the strategy - from healing murals to quietly becoming a cultural staple for entire communities. The work here isn't just about moisture; it is about the friction between utility and identity. Browse the work below.
7 campaigns
Vaseline: Skin
This campaign celebrated the human skin's incredible resilience and complexity through breathtaking visuals and a powerful voiceover, elevating Vaseline from a simple moisturizer to an essential protector of this amazing, vital organ, inspiring deeper appreciation and care.
Vaseline: MENDED MURALS
Vaseline restored community murals, using them as a visual metaphor for skin health in people of color, embedding QR codes to connect communities to vital skin health resources and information via SeeMySkin.com, thereby linking art restoration to health equity.
Vaseline: Love Hurts
The campaign reframes the universal, often messy childhood ritual of applying petroleum jelly as a tactile, intergenerational act of love, transforming a mundane skincare habit into a deeply emotional tradition that connects families across cultures.
Vaseline: The Real Nigerian Prince
Vaseline partnered with a real Nigerian prince to subvert the infamous 'Nigerian Prince' email scam trope, using his cultural authority to educate consumers on identifying counterfeit products through a simple, effective QR code verification system.
Vaseline: Vaseline Originals
Vaseline transformed viral user-generated beauty hacks into official, commercially available products, providing the original creators with both formal recognition and a share of sales revenue to turn passive influencers into active business partners.
Vaseline: Vaseline Verified
Vaseline embraced its online community's user-generated hacks, scientifically validating them through playful lab-style videos to debunk myths and empower consumers with dermatologist-approved applications, solidifying its "Wonder Jelly" status amidst widespread misinformation.
Vaseline - Transition Body Lotion
Vaseline created the 'Transition Body Lotion,' the first clinically validated skincare product specifically for transgender women, addressing unique skin dryness challenges during hormonal transition, demonstrating genuine inclusivity and achieving significant market impact in Thailand.