Vaseline busts myths with a verified twist

Vaseline is coming for the urban legends with its global campaign, ‘Vaseline Verified’.

The campaign picked up top honours at Cannes Lions, adding creative hardware to a strategy that won on social.

At the heart of it is a simple idea: take the internet’s most creative uses of Vaseline Jelly, test them in a lab, and stamp them with a brand-approved seal of legitimacy – or not.

It’s a move that taps into the rise of crowd-sourced beauty wisdom, while reclaiming control over the narrative around the iconic product.

Some uses, like the classic Hollywood lens blur using Vaseline, got the green light.

Other uses are less brand-friendly. The campaign isn’t afraid to go there like tackling the common (and incorrect) belief that Vaseline works as a sexual lubricant.

“We want to empower communities to come forward to share refreshing ways on using Vaseline Jelly and validate them,” said Purnima Lamba, Vaseline’s global brand VP.

The brand invited consumers to submit their own uses for potential verification, with content running in the UK and South Africa and a playlist on TikTok and YouTube under #vaselineverified.

It’s part crowdsourced innovation, part brand mythbusting, and a clever way to stay relevant in the age of viral beauty rituals.

Spearheaded by Ogilvy Singapore and backed by Ogilvy UK, Edelman, Mindshare, and VaynerMedia, the campaign flips social media hacks and long-standing myths into a branded moment of truth.

 

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