Can someone explain and convince me why Vaseline Verified is brilliant?

I’ve been seeing it sweep award shows but to me turning a social behavior and packaging it into a branded content is not that impressive? What am I missing?

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my two cents is that pharmaceutical companies are normally terrified when people use their product wrongly. there were rumors for years that vaseline could be used for unexpected uses (like as a lubrifiant for anal sex for example). with "vaseline verified", the brand overcome its fears and pushed the consumers to submit all different uses of their product and went a step further by acknowledging them and making them "official uses of the product".

like

Yes and… all the posts showing different uses for Vaseline made people who saw the content consider it for other uses/occasions, which drives usage rate, too. For an OTC CPG, that’s priceless.

likesmart

We can’t expect mediocre award show juries to have standards. Too many of them dubious ones in recent years.

like

When you use it more, you buy more.

What is it really? …A ‘Verified’ logo/Influencer box. Together, they have a case study. It’s Award bait.

I’ve been thinking the same thing. It’s ok, but it’s not great. Don’t get why everyone keeps rewarding it.

It literally swept D&AD and I’m like no way they got THAT many pencils

Wait you cant use Vaseline as a lubricant for anal sex?

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