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...