Vaseline has launched a new campaign titled ‘Vaseline Verified’ that celebrates the myriad of creative applications for its classic Vaseline Jelly. The campaign aims to highlight the innovative ways that consumers around the world have used the product beyond its traditional skincare purpose. By testing popular consumer-recommended hacks in their laboratories, the brand seeks to verify and promote these creative uses, turning online creativity into "trusted truth."
This global initiative is being led by Ogilvy Singapore, with support from other partners including Ogilvy UK, Edelman, Mindshare, and VaynerMedia. The campaign is set to roll out globally, with influencer-driven content making its debut in the UK. Additionally, prominent out-of-home (OOH) and digital-out-of-home (DOOH) advertisements will appear in central London’s Piccadilly Circus and Carnaby Street.
The campaign also takes a direct approach to debunking myths surrounding the product. One of the ads addresses a common misconception: that Vaseline Jelly is used as a lubricant for sex. The brand takes the opportunity to clarify the product’s true applications, reinforcing its established reputation for effective skincare.
The campaign further showcases several “unverified” uses of Vaseline Jelly in playful, somewhat suggestive scenarios, with the message: “It’s Not What You Think.” These lighthearted ads demonstrate the many unexpected uses of the product while keeping the brand's voice fun and relatable.
Purnima Lamba, Global Brand Vice President of Vaseline, shared the brand’s vision for the campaign: “Through the ‘Vaseline Verified’ initiative, we want to engage with our communities and celebrate the role Vaseline Jelly plays in everyday lives. We’re inviting people to share their creative ways of using the product and validating these uses, which gives them the confidence to explore new ways of incorporating Vaseline into their routines.”
The campaign also sees Vaseline partnering with the popular snack brand Flamin' Hot to promote a limited-edition pack that features both Flamin' Hot crisps and Vaseline Jelly. The “Vaseline Heat Hack” is designed to help protect lips from the sting of spicy foods. By applying Vaseline Jelly to the lips before consuming spicy snacks, the brand claims it helps reduce the burning sensation.
Some of the verified hacks promoted by the brand include:
- Hair Dye Hack: Apply Vaseline Jelly along the hairline to prevent unwanted dye stains.
- Tame Beards and Flyaways: Use Vaseline Jelly to smooth and style unruly facial hair and stray hairs.
- Remove Stuck Rings or Bangles: Rub Vaseline Jelly around a stuck ring or bangle to help it slide off easily.
- Leather Care: Use Vaseline Jelly to moisturize and protect leather items like shoes, bags, and furniture.
- Prevent Chafing or Blisters: Apply Vaseline Jelly to areas prone to chafing or blisters during physical activity, offering relief and protection.
Vaseline encourages consumers worldwide to share their own hacks and ideas via social media, further fueling the campaign’s message of creativity and community. By verifying these hacks, the brand reinforces its commitment to both innovation and practicality in everyday life.
With ‘Vaseline Verified,’ the brand is not just promoting a product—it is celebrating the ingenuity of its consumers and proving that even the most basic items can have a multitude of uses, enhancing both function and fun in everyday moments.
