VASELINE VERIFIED
Brand
VASELINE
Entrant Agency
OGILVY SINGAPORE
Category
Brand Experience & Activation
Award
Bronze
Festival & Year
Cannes Lions (2026)
Case Study Details
You’ve probably experienced this. You just haven’t seen it like this before.
A campaign breakdown of how Vaseline turns a small, uncomfortable moment into something much bigger.
Created by Ogilvy Singapore, “Love Hurts” is built on a simple but powerful insight: we often don’t recognise acts of care until much later.
The film captures a familiar ritual—someone applying Vaseline to a child’s face, whether they like it or not. It’s resistant, awkward, and slightly uncomfortable. But over time, the meaning shifts.
What once felt intrusive is reframed as care.
Instead of inventing a new story, the campaign leans into something millions of people already recognise—turning shared memory into emotional connection.
It’s not about product benefit. It’s about what the product has always represented.
In this breakdown, we look at how brands can use lived experience—not just messaging—to build meaning.
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Campaign: Love Hurts (2026)
Brand: Vaseline
Agency: Ogilvy Singapore
Director: Savanah Leaf
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Full credits below ↓
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#Advertising #creativity #marketing #ad
Presentation Board
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“INGENIOUS” Jeri ae eee
12,300
#VaselineVerified content
from 20+ communities globally
803 Million +427
Context
Today, people are rediscovering the wonders of Vaseline
jelly, finding ingenious new ways to use it. Shoe wax,
spice guard, teeth whitener, pomade — viral Vaseline
hacks are constantly shared online, almost daily.
Challenge Views Vaseline mentions
With so many unofficial hacks out there with our name 13 bY 537
‘on it, we had to ask, do they actually work? And are 2/0 + (o}
they safe? Vaseline needed to step in and respond with Underlying Growth in
the authority only we have. Sales Growth FY25 unique authors
The Idea: Vaseline Verified 85% 6 dy
For the first time ever, we got scientists to test these ° .
viral hacks in labs. Growth Faster growth than
acceleration Unilever Beauty&Wellbeing
in FY25 portfolio average
In this campaign, our lab proof became the official
Verification we used to engage directly with users and
creators of hacks, stitching their hacks to officially
verify them or debunk them — turing a social media
yahoo! CNET sovS8Pine marcennc/sear = Sdn
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verse Ff] f alure Style Yonnath
Top creators Even celebs and brands wanted to
By scientifically were awarded with atrophy —_join in, spurring collabs with Cole
verifying hacks. and e-commerce revenue Walliser, Doritos, and more.
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