The Vaseline Healing Project

Skin care brand Vaseline achieved a sales turnaround in the US by demonstrating the difference its products make in areas of humanitarian crisis.

Campaign details

Brand: VaselineAgency: BBHCountry: United States

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 its Healing Power was being taken for granted.

Fighting slumping sales, Vaseline needed to find a compelling demonstration of that Healing Power to strike an emotional chord with the modern woman and catapult the brand back to relevance.

Instead of turning to its scientists...

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