The Vaseline Healing Project

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Campaign details

Brand: VaselineBrand owner: UnileverLead agency: BBH New YorkContributing agencies: PHDCountry: United StatesIndustries: Skin care, sun protectionMedia channels: Sales promotion, Television, Websites & micrositesBudget: 10 - 20 million

Executive summary

This is the story of how Vaseline transformed the humble tub of Vaseline Jelly into a powerful force for global good.

As the original skin healer, Vaseline products have been a trusted staple in American households for 140 years. But, by 2014, their healing power was being taken for granted. Fighting slumping sales, Vaseline needed to find...

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