A new campaign has been launched celebrating the “ingenious applications” of Vaseline Jelly.

Titled ‘Vaseline Verified’, it is the brand’s response to the thousands of creative uses of Vaseline Jelly by customers around the world. The initiative turns “online ingenuity” into “trusted truth” by meticulously testing consumer-advocated tips in Vaseline laboratories, said the brand.

The campaign – which was led by Ogilvy Singapore, supported by Ogilvy UK, Edelman, Mindshare and VaynerMedia – will launch globally with influencer content going live in the UK, as well as OOH and DOOH executions in central London Piccadilly Circus and Carnaby Street.

In one ad, Vaseline debunks an urban myth around the product’s application, namely the misconception around its use as a lubricant for sex.

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Other “Unverified” uses have been brought to life through OOH and DOOH executions that place the product in “suggestive” scenarios but with the message: “It’s Not What You Think”.

Purnima Lamba, global brand vice president of Vaseline said: “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,” she said.

The campaign also came to life through a brand partnership with Flamin’ Hot, to address the fiery sting of spicy snacks. The two 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,” said a statement from the brand.

Vaseline Jelly actively encourages consumers worldwide to contribute their own ingenious hacks through social media. Those which have been ‘verified’ by the brand include:

• Hair Dye Hack: Applying Vaseline Jelly along the hairline before dyeing hair to prevent staining.
• Tame Beards and Flyaways: Smooth and style unruly beards and flyaway hairs with a small amount of Vaseline Jelly.
• Removing Stuck Rings or Bangles: Applying Vaseline Jelly around a stuck ring or bangle to lubricate the skin.
• Leather Hack: Moisturise and protect leather shoes, bags, or furniture with a thin layer of Vaseline Jelly.
• Prevent Chafing or Blisters: Apply Vaseline Jelly to areas prone to chafing or blisters during running or other physical activity.