#WBD Blog

Vaseline: The Nipple Sponsorship

Founded in 1872, Vaseline quickly became a global household staple. It continues to be a globally valued brand reflecting the sustained investment by Unilever.

More recently Unilever’s growth strategy has two clear pillars: social-first marketing built around real consumer behaviour, and partnerships grounded in verified product performance.

The Vaseline Verified campaign launched in March 2025, taking as its starting point the fact that over 3.5 million Vaseline hacks exist online - covering everything from beauty routines to DIY, photography and pet care. The campaign put those hacks through rigorous lab testing, awarding a Vaseline Verified seal to the ones that worked and publicly debunking those that didn't.

The London Marathon activation in 2026 applied the same principle: Vaseline's research found that 92% of marathon participants experience chafing during a race, with 67% reporting it has led to bleeding. Nipple chafing affects one in three marathon runners specifically and the brand's research showed that Vaseline was already the number one product used by runners to prevent chafing.

Named the Official Nipple Protector of the 2026 TCS London Marathon, Vaseline distributed products at the race's Running Show in the days before the event, and had product available on the course at miles 14, 17, 20 and 22 on race day itself.

I saw a great and interesting presentation on this by @nathalia amadeu, Global Brand Director, Vaseline, Unilever @madfest this year. Thanks. It was single-minded and insightful – like this brand work!

This is good on many levels. It starts with people, human behaviour and understanding. It then defines how this creates a strategic opportunity that can change brand perceptions and ends up with investment and commitment to activating and extending the idea. It is the age-old magnification of a niche torture test to demonstrate product quality and value. You might never experience the problem but if it does this for bleeding nipples, just think what can it do for... insert a suitable need or challenge you are facing.

It is also a reflection of the changed landscape brands face. Hacks have always existed, but finding and magnifying them was much harder in the pre-digital, social media landscape. Given specialist interest groups and influence there is always the potential to use an idea like this beyond the narrow start point.

Great work. Obviously, we would like to point out that only a brand would ever unlock an opportunity like this. Because only a brand would be investing in this level of consumer-closeness. The Know-Why, behind the Know-What. Retail data is great, but...

Brands deliver more change and more growth to categories, themselves and the economy because the competitive intensity they face means that committing to consumer engagement, new ideas and innovation is hard wired into their business model – their very souls! They are forced to lead not follow. No added relevance, distinctiveness and value - no sale .It is #whatbrandsdo... **