Vaseline
TURNING EVERYDAY CARE
INTO STREETWEAR
Vaseline’s power lies in simplicity — one ingredient, endless potential.But, how can something so simple be so inconvenient?As Gen Z ever-evolves, they need care that moves and evolves with them.
The Case Study (Voiceover by Measu Bellay)
We turned Vaseline into an accessory.
HydraWear is a wearable collection of bracelets and rings with seamlessly integrated compartments that keeps Vaseline at Gen-Z's fingertips.
.png)
To build up hype, we gave our iconic tub the spotlight it never asked for.
We celebrated our beloved's jar oversized personality, inviting the world to laugh along and letting social media embrace the super-sized shenanigans.
Once we’ve built hype, we’ll drop OOH billboards promoting Vaseline’s convenient new look.
Then, we’ll show up where Gen Z needs Vaseline: gaming competitions, marathons, music festivals, and more.
We’ll hand out new bracelets and give people the chance to try on
different styles with Virtual Fit Check Mirrors.
We'll take over
We’ll partner with fashion, jewelry, and athletic brands to highlight our wearables as versatile accessories for any style and personality.
.png)
Art: Me, Measu Bellay, and Paula Zambrano
Copy: Marina Corsini