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Vaseline’s latest global activation, “Vaseline Verified,” pivots on the brand’s deep curiosity about how people use Vaseline Jelly in real life. This initiative emerged after the brand spotted thousands of user-generated hacks across social platforms—over 6,000 documented cases—including beauty tricks, practical fixes, and even quirky food-related uses. 

Instead of ignoring or litigating these grassroots innovations, Vaseline chose to put them to the test in its own labs, introducing a playful yet scientific validation process. Hacks that pass become officially tagged with a “Vaseline Verified” seal, while unproven or potentially harmful ones are labelled “Unverified” and debunked through bold messaging. 

The campaign first came to light in March, launched with a collaboration featuring Canadian filmmaker Cole Walliser, who tapped into a classic Hollywood-look trick—applying Vaseline on a camera lens for dreamy photos—and also showcased its modern function as a makeup primer and brow gel. 

Complementary to this influencer-led rollout, the brand tapped into snack culture by partnering with Flamin’ Hot Doritos in the UK. The collaboration featured a limited-edition package highlighting the “Vaseline Heat Hack”—users applied a thin layer of jelly on their lips before indulging in spicy snacks to mitigate heat sensation—and was supported by in-store demos and verified through lab testing.

Beyond celebrating useful hacks, “Vaseline Verified” actively tackles urban myths, including the long-standing misconception about using petroleum jelly as a sexual lubricant. These “Unverified” claims are called out through prominent OOH and DOOH ads in London’s Piccadilly Circus and Carnaby Street, featuring razor-sharp imagery and the tagline “It’s Not What You Think”. 

This interplay of verification and debunking not only entertains but also strategically reinforces Vaseline’s commitment to authenticity, safety, and consumer trust. At its core, the campaign is framed as a cultural experiment as much as a marketing effort. A brand scientist named Siphiwo serves as the face of lab-led testing, which has inspired playful videos that translate digital folklore into credible, dermatologist-approved recommendations. 

Verified hacks range from practical beauty uses—like preventing hair dye from staining skin, smoothing flyaways, lubricating stuck rings or bangles, protecting leather, and preventing chafing—to reducing lip burn before eating spicy food. The campaign rolled out globally from April 7, with influencer content launching in markets like the UK and South Africa, and OOH/DOOH executions lighting up London’s high-traffic areas. 

By inviting consumers to share more hacks via hashtags #vaselineverified and #itsavaselineworld on TikTok and YouTube, Vaseline creates an ongoing dialogue—positioning the brand not just as a legacy skincare icon but as a co-collaborator and curator of everyday innovation. 

In sum, “Vaseline Verified” fuses user-driven insight, playful lab-based content, influencer platforms, strategic partnerships, and myth-busting creative to reinforce product relevance, authenticity, and trust. It cleverly modernizes a 150-year-old brand by bridging digital folk wisdom with scientific credibility—and inviting consumers to reimagine what Vaseline Jelly can do.

AWARDS 
Cannes Lions 2025 
- Health & Wellness Grand Prix
https://www.llllitl.fr/2025/06/cannes-lions-2025-grand-prix/
- Shortlisted for Dan Wieden Titanium Lions 
https://www.llllitl.fr/2025/06/cannes-lions-2025-titanium/

CREDITS 
Brand: Vaseline (Unilever). 
Creative Agency: Ogilvy Singapore and Ogilvy UK. 
Media Agency: Mindshare and VaynerMedia EMEA.
PR Agency: Edelman.

Vaseline - Vaseline Verified (case study)

Translated and dubbed using AI

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【 Anchor's Commentary 】
The 15th is the 80th anniversary of liberation.
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ADFEST 2026  Brand Experience 評審室內_memo帳

前陣子和夥伴在半夜去了昆陽一間「亂到有家的感覺」的咖啡廳（環境亂、秩序也亂），讓我今天下午在家也想說把自己手沖的紅烏龍＋牛奶當成200元在喝看看，用想像力把一顆昨天剩的金莎，看為有盤子裝的精緻小點來細細品嚐。於是，讓我能專心沈澱又隱蔽又省錢的我家咖啡廳完成了。

我也終於點了大約半年沒有點的蠟燭，我

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創意人生粥寄

日本平面設計師佐佐木俊還沒被報導出來的一些事。

學習

說一點平面設計師佐佐木俊的私事

「如果你是設計的話，應該聽過◯◯◯大師吧？」這是副田老師在僅僅三小時講堂裡大約用了這個句型十次，這讓我想挖洞七次。三次是因為發現自己太沒知識，四次是因為日文聽不懂。
對，這裡是日本。我這個台灣人在這裡參加了一個沒有翻譯的講座。這個連續半年的講座，班上一半的人是設計，一半的人是文案，每個月都會倆倆分組

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副田高行的叮囑 - 不要玩大風吹而是去製造椅子？