This Iconic Campaign Celebrates the Ingenious Applications of Vaseline Jelly

​Vaseline has announced the global launch of ‘Vaseline Verified’, a community-driven campaign that celebrates the ingenious applications of Vaseline Jelly.

‘Vaseline Verified’ is the brand’s direct response to the thousands of creative uses of Vaseline Jelly by customers, fans and advocates around the world. This initiative turns online ingenuity into trusted truth by meticulously testing consumer-advocated tips in Vaseline laboratories.

The campaign soft launched in March with a collaboration featuring Canadian director and content creator, Cole Walliser. Drawing inspiration from the classic Hollywood glam hack of applying Vaseline Jelly to a camera lens, he used the technique to achieve a dreamy effect in his photos – adding a touch of timeless glamour. To get himself red carpet ready for those moments when he is in front of the camera, he has also been using the Vaseline Jelly as a makeup primer.

Alongside celebrity partnerships, the brand has engaged creators from across the globe to product shareable content that highlight the versatile uses of Vaseline Jelly, while inspiring a new wave of entertaining and community-led initiatives rooted in culture.

The campaign also came to life through a brand partnership with Flamin' Hot®, to address the fiery sting of spicy snacks. The two iconic brands offered a limited-edition promotional pack featuring Flamin' Hot crisps and Vaseline Jelly, highlighting the "Vaseline Heat Hack" directly on the snack packaging. This simple, yet effective (verified) hack involves applying Vaseline Jelly to create a protective barrier on the lips before indulging in spicy foods, which some people find helps to minimise the spicy feeling on your lips.

In parallel to celebrating “Verified” Vaseline Jelly “hacks”, the brand is also debunking some of the urban myths around the products applications, namely the misconception around its use as lube for sex. The “Unverified” uses have been brought to life through striking OOH and DOOH executions that place the product in ‘suggestive’ scenarios but with the message, “It’s Not What You Think”.

Live from 7th April, the campaign will launch globally with Influence content going live in the UK and South Africa and OOH and DOOH executions in central London Piccadilly Circus and Carnaby Street.

Purnima Lamba, global brand vice president of Vaseline explained, “Through the “Vaseline Verified” campaign, we want to engage with communities and celebrate the role Vaseline Jelly plays in everyday lives. We hope to empower communities to come forward to share refreshing ways on using Vaseline Jelly and validate them from a brand efficacy standpoint to give people the confidence to start using Vaseline Jelly in ways they never thought possible!”

The brand actively encourages consumers worldwide to contribute their own ingenious hacks through social media. This ongoing collaboration paves the way for an exciting future where community grassroots initiatives will continue to redefine culture and the possibilities of Vaseline’s range of iconic products.

Discover the complete collection of "Vaseline Verified" “hacks” on Vaseline’s playlist on TikTok and YouTube named “#vaselineverified and #itsavaselineworld”. Think you’ve discovered the ultimate Vaseline “hack”? Share your genius with us by tagging @vaselinebranduk (local market handle).

The campaign was led by Ogilvy Singapore, supported by Ogilvy UK, Edelman, Mindshare and VaynerMedia.