Vaseline Verified

Why it works

Vaseline Verified began with social listening: more than 6,000 organic posts showed people using Vaseline Jelly in unexpected ways, from make-up primer to a buffer against fiery snacks, and some of those uses were unsafe. Instead of issuing warnings, Unilever’s scientists took popular hacks into the lab, awarded a ‘Vaseline Verified’ seal to those that worked, debunked the rest in playful lab-style videos, and shared the findings directly with the creators who had posted them. Developed by Ogilvy Singapore and launched in March 2025, it is studied as a 150-year-old brand handing authorship to its users while still asserting expertise; its global brand director described creators as ‘co-authors’ of the brand’s stories, and Marketing Week reported a double-digit sales effect. At Cannes 2025 it won two Grands Prix, in Health & Wellness and in Social & Creator, where the jury president called it a platform founded in the feed, and a Titanium Lion.