Vaseline
Not For Sex

Vaseline wants to be Gen Z’s “life hack hero,” but unfortunately has a bit of a reputation...


Case Study




We used OnlyFans creators to show 
Gen Z that Vaseline is not for sex.
 

We’ll build hype by announcing our collaboration with OF’s biggest names.




Upon launch, any sexual assumptions will immediately be disproved.

Instead, our creators will demonstrate how they use Vaseline in their all niche hobbies.





We’ll remind people in real life, too.






Vaseline will be
the ultimate lubricant for anything — 
besides sex.


Art Directors: Nico Morris + me
Copywriter: Joe Wint
Creative Manager: Caleb Mayer
Experience Designer: Yanna Nguyen
Strategist: Joy Zhou