The Jar Diaries
Vaseline has long been known as an old-school classic. Your grandma’s brand, if you will.
This campaign aims to redefine Vaseline as the ultimate modern life hack. From surprisingly clever to downright unexpected uses, Gen Z has discovered countless ways to make the most of this tiny jar.
Introducing The Jar Diaries: A raw, unfiltered look inside the lives of young Vaseline users and the wild, unexpected ways it’s been there for them.
Copy: Kira Chick
Art: Mia Forouhari & Jasmine Zhang
Phase 1: Recruit Gen-Z to spill their hacks
Phase 2: Expose the secrets
The Virtual Diary
Explore the diary
Phase 3: The Jar Bar
Explore a wall of genius (and unexpected) Vaseline hacks, spill Vaseline secrets in the community diary, and record a video in the confessional booth.
