Vaseline had become just another brand in a homogenous body care category. It lacked focus across its product portfolio globally.
But Vaseline had a secret weapon. They were the creators of little jar that everyone in the world has in the back of their medicine cabinet – Vaseline Petroleum Jelly.
”The Healing Power of Vaseline” built off this heritage and became not just the new global positioning and tagline, but the mission statement for how the brand evolved. All products were reformulated to contain Vaseline Jelly, and healing drives all new product innovations.