Joe WINT
Vaseline
How do you make a 150 year old brand culturally relevant as a “life hack hero?”
Rather than showing all 101 of Vaseline’s uses, we focused on the one thing it should never be used for: sex.
Young Ones One Show 2025 Winner:
Silver Pencil Social Media / Bronze Pencil Intergrated / Bronze Pencil Interactive
How do you make a 150 year old brand culturally relevant as a “life hack hero?”
Rather than showing all 101 of Vaseline’s uses, we focused on the one thing it should never be used for: sex.
Young Ones One Show 2025 Winner:
Silver Pencil Social Media / Bronze Pencil Intergrated / Bronze Pencil Interactive
Case Study:
We’ll build hype on socials by announcing our partnership with Only Fans’ biggest creators.
But when our channel goes live, there will be nothing sexy about it:
We’ll also release special edition Vaseline tubs in stores.
At the end of the day, Vaseline will become known as the ultimate lubricant for anything — besides sex.
Made with Smera Dhal (AD), Nico Morris (XD), Yanna Nyugen (XD), Caleb Mayer (CBM) and Joy Zhou (ST).