Vaseline has launched “Vaseline Verified,” a new regional campaign that turns everyday internet hacks into a subject of scientific scrutiny. Rolled out in November across the Middle East, the campaign introduces a playful yet rigorous approach to validating consumer-created uses of Vaseline Jelly through laboratory testing, rather than ignoring or disputing them.
This campaign brings together seven of the most popular grassroots hacks circulating online and puts them through a structured validation process inside the brand’s own labs. Hacks that pass the testing earn an official Vaseline Verified seal.
Rather than relying on traditional advertising formats, the campaign adopts a visual language consumers are already accustomed to watching every day. Short-form films and influencer content mimic familiar digital storytelling styles, allowing the message to land as cultural content rather than brand-led advertising.
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The verified hacks span a wide range of everyday uses. These include preventing hair dye from staining skin, smoothing flyaways, lubricating stuck rings or bangles, protecting leather, preventing chafing, and even reducing lip burn before eating spicy food. Each approved use highlights the versatility of Vaseline Jelly while grounding it in tested science.
The campaign rolled out in the final quarter of 2025, featuring seven films supported by influencer collaborations and in-store executions scheduled for 2026 across leading retail locations in Saudi Arabia and the UAE.
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Lara Sabbagh, Brand Manager, Vaseline Arabia, said. “The Vaseline Verified campaign fuses user-driven insight, playful lab-based content, influencers, strategic partnerships, and myth-busting creative to reinforce product relevance, authenticity, and trust.”
She added that with over 100 years of presence in the Arabian region, the brand has modernised its heritage by bridging digital folk wisdom with scientific credibility and inviting consumers to rethink what Vaseline Jelly can do.
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The storytelling aimed to balance verification and debunking to entertain while reinforcing Vaseline’s long-standing commitment to safety, authenticity, and consumer trust. At its core, the initiative is positioned as a cultural experiment as much as a marketing effort, translating online folklore into credible, verified guidance.
Saria Iqbal Qureshi, Creative Director at Team Reactivate MENA, said, “Following high expectations after a global win at Cannes, the team curated the campaign with regional insights, consumer comprehension, and attention in mind.”
She noted that the films were developed in collaboration with award-winning regional director Ghehad Naseer to ensure the storytelling and visual language resonated locally, while bringing beauty tricks, practical fixes, and quirky food-related hacks to life in a fun yet scientifically validated way.
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CREDITS for Vaseline Verified’s Middle East rollout:
Brand: Vaseline Arabia – Unilever
Brand manager – Lara Sabbagh
Marketing Category Head (Skin Care) – Anoop Khalid
Creative agency: Team Reactivate
Creative Director – Saria Qureshi
Executive Producer – Muhammad Ahmedullah Jung
Agency Business Director – Sidra Ahmed
Director – Gehad Nasser
Production Manager – Faizan Baloch
DOP – Jad
Production House – Team Reactivate MENA
