Objectives: 

Reposition Vaseline Petroleum Jelly as a multi-purpose essential for Gen Z and drive top-of-mind awareness, while supporting the launch of the cocoa butter–infused variant through digital and on-ground activations.

Insights: 

Gen Z knew Vaseline — but limited it to basic skincare. We saw an opportunity to reposition it as an everyday lifestyle essential across beauty, grooming, and quick hacks. 

Strategy: 

We developed the platform: “All You Need Is Vaseline.” A 3-month influencer-led campaign structured in 3 phases:

1. Awareness – Reintroducing Vaseline to Gen Z

2. Hacks – Demonstrating unexpected, relatable uses

3. Education – Reinforcing versatility and daily relevance

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Engagements