Viral Marketing Vaseline – Vaseline Verified: Reviewing Consumers’ “Hacks” With Humor and Science

Vaseline – Vaseline Verified: Reviewing Consumers’ “Hacks” With Humor and Science

13 June 2025

**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.