{"id":26026,"date":"2026-07-21T19:10:38","date_gmt":"2026-07-21T19:10:38","guid":{"rendered":"https:\/\/www.mediashower.com\/blog\/?p=26026"},"modified":"2026-07-21T19:10:40","modified_gmt":"2026-07-21T19:10:40","slug":"vaseline-customer-led-marketing","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/vaseline-customer-led-marketing\/","title":{"rendered":"Vaseline&#8217;s Nipple Sponsorship: A Masterclass in Customer-Led Marketing"},"content":{"rendered":"\n<p><strong>Quick Summary<\/strong><\/p>\n\n\n\n<ul><li>The insight was hiding in runners\u2019 gym bags: 64% used Vaseline Jelly to protect their skin from friction.<\/li><li>The Nipple Sponsorship turned that familiar workaround into a campaign runners instantly understood.<\/li><li>As the <strong>Official Nipple Protector<\/strong> of the 2026 TCS London Marathon, Vaseline set out to provide the marathon\u2019s 50,000 runners with \u201cNip Stops\u201d along the course.<\/li><li>The campaign expanded through races, running clubs, expos, creators, and community activations in six additional cities.<\/li><li>The campaign gives marketers a practical model for turning proven customer workarounds into offers.<\/li><\/ul>\n\n\n\n<p>Don\u2019t chafe at the idea for this campaign.&nbsp;<\/p>\n\n\n\n<p>92% of marathon runners experience nipple pain, from the constant friction of fabric on sensitive skin. Most use Vaseline Jelly to reduce the discomfort.<\/p>\n\n\n\n<p>So it was a stroke of genius when Unilever \u2013 Vaseline\u2019s parent company \u2013 sponsored the 2026 TCS London Marathon. Alongside the course\u2019s water and fuel stops, Vaseline set up \u201cNip Stops\u201d where runners could get help preventing this painful form of chafing.<\/p>\n\n\n\n<p>The stations belonged to the marathon\u2019s newly designated <a href=\"https:\/\/www.londonmarathonevents.co.uk\/london-marathon\/article\/vaseline-named-official-nipple-protector-tcs-london-marathon\"><strong>Official Nipple Protector<\/strong><\/a>, a sponsorship title built for attention. Most sponsorships begin with a brand searching for something to sponsor. This campaign grew from a new use for a very old product.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.youtube.com\/shorts\/WD4RSieXvDU\"><img loading=\"lazy\" width=\"574\" height=\"1024\" src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runners-nipple-574x1024.jpg\" alt=\"Video explaining runner's nipple.\" class=\"wp-image-26027\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runners-nipple-574x1024.jpg 574w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runners-nipple-168x300.jpg 168w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runners-nipple.jpg 600w\" sizes=\"(max-width: 574px) 100vw, 574px\" \/><\/a><figcaption><a href=\"https:\/\/www.youtube.com\/shorts\/WD4RSieXvDU\"><a href=\"https:\/\/www.youtube.com\/shorts\/WD4RSieXvDU\"><em>Watch the video on YouTube (if you can)<\/em><\/a><\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h2>A 150-Year-Old Product With Thousands of Unofficial Uses<\/h2>\n\n\n\n<p>For more than 150 years, consumers have treated Vaseline as a product with a thousand uses. They have used it to moisturize lips, add shine to beauty looks, condition leather, and solve countless small problems that never appeared on the label.<\/p>\n\n\n\n<p>Social media gave those unofficial uses a much larger stage. A hack once passed between family members, friends, or fellow runners could suddenly reach millions of people and inspire hundreds of variations.<\/p>\n\n\n\n<p>Vaseline separated the genuinely useful ideas from fleeting internet lore. In 2025, the brand launched the Vaseline Verified campaign, which put popular beauty, lifestyle, and sports hacks in front of Unilever scientists.&nbsp;<\/p>\n\n\n\n<p>Hacks that worked earned an official Vaseline Verified seal and promotion from the brand.<\/p>\n\n\n\n<p>The results suggest customers were onto something. Unilever credits the wider platform with double-digit brand growth and record engagement, views, and impressions. Vaseline also gained a repeatable system for turning the experiments already happening in bathrooms, gym bags, and social feeds into products, partnerships, and campaigns.<\/p>\n\n\n\n<center><iframe width=\"860\" height=\"515\" src=\"https:\/\/www.youtube.com\/embed\/TwGwGv_nHHQ?si=khhH5C5W3XmWR_kf\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/center>\n\n\n\n<h2>Campaign Overview: Making the Runner\u2019s Hack Official<\/h2>\n\n\n\n<p>Distance runners expect sore muscles, tired legs, and the occasional lost toenail. Few training plans spend much time preparing them for the moment a sweaty shirt begins rubbing their nipples raw.<\/p>\n\n\n\n<p>Many runners have learned to protect themselves with a quick swipe of petroleum jelly before the starting gun. Vaseline saw how common that habit had become and claimed a place in running culture that the product had already earned.<\/p>\n\n\n\n<p>The runners\u2019 solution became the next phase of Vaseline Verified. After confirming that Vaseline Jelly helped reduce friction, the brand turned the proven hack into a sponsorship.<\/p>\n\n\n\n<center><blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DWgn0f0ln7r\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/DWgn0f0ln7r\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener noreferrer\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/DWgn0f0ln7r\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener noreferrer\">A post shared by TCS London Marathon (@londonmarathon)<\/a><\/p><\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/center>\n\n\n\n\n<p>As the <strong>Official Nipple Protector of the 2026 TCS London Marathon<\/strong>, Vaseline brought its solution to approximately 50,000 runners. \u201cNip Stops\u201d along the course offered Vaseline Jelly at the precise moment a little friction protection could save several painful miles.<\/p>\n\n\n\n<p>The campaign traveled well beyond London. Creator partnerships, Reddit conversations, social storytelling, and outdoor advertising spread the idea online, while races, expos, and running clubs carried it into communities in Barcelona, Caracas, Singapore, Sydney, Rotterdam, and Hong Kong.<\/p>\n\n\n\n<h2>Innovative Elements: The Campaign Already Existed<\/h2>\n\n\n\n<p>The Nipple Sponsorship looked like a bold new campaign, but Vaseline had a head start: runners had already identified the problem, chosen the product, and built it into their race-day routines. Vaseline\u2019s smartest move was recognizing the marketing potential in a behavior happening without the brand\u2019s encouragement.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how the company turned that customer-created habit into something official.<\/p>\n\n\n\n<h3>Vaseline started with observed behavior<\/h3>\n\n\n\n<p>Traditional campaigns ask customers to learn a new message or adopt a new habit. Vaseline found runners applying petroleum jelly before races and realized they had already done the difficult work of connecting the product to the problem.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/youtube.com\/shorts\/5Tf_Nvaf8qg?si=x2Xyuu8ig0QVU9Pq\"><img loading=\"lazy\" width=\"579\" height=\"1024\" src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runner-explaining-the-nipple-problem-579x1024.jpg\" alt=\"Runner explaining runner nipple problem.\" class=\"wp-image-26028\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runner-explaining-the-nipple-problem-579x1024.jpg 579w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runner-explaining-the-nipple-problem-169x300.jpg 169w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2026\/07\/runner-explaining-the-nipple-problem.jpg 600w\" sizes=\"(max-width: 579px) 100vw, 579px\" \/><\/a><figcaption><a href=\"https:\/\/youtube.com\/shorts\/5Tf_Nvaf8qg?si=x2Xyuu8ig0QVU9Pq\"><em>Watch the video on YouTube<\/em><\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h3>The sponsorship solved a real problem<\/h3>\n\n\n\n<p>Event sponsorships end with a logo on a banner and a mention in the program. Vaseline earned a more useful place on the course by helping runners protect their skin while they were still running.<\/p>\n\n\n\n<p>The \u201cNip Stops\u201d turned brand visibility into a practical race-day service. A runner feeling the first sting of a chafed nipple could reach for the sponsor\u2019s product and keep moving. Vaseline played a role in the marathon experience that signage alone can\u2019t provide.<\/p>\n\n\n\n<h3>The humor came from product truth<\/h3>\n\n\n\n<p>\u201cOfficial Nipple Protector\u201d sounds funny because most sponsorship titles hide behind safer, more polished language. Vaseline said exactly what the product was there to protect and created a title few runners or marketers would forget.<\/p>\n\n\n\n<p>The joke also delivered the product benefit in a few words. Runners already understood the use, so the playful name made a familiar solution easier to discuss and share.<\/p>\n\n\n\n<h3>Verification reduced the risk of trend-chasing<\/h3>\n\n\n\n<p>Social media can make a few enthusiastic posts look like a cultural movement. Vaseline Verified gave the brand a way to determine which customer hacks deserved a larger investment.<\/p>\n\n\n\n<p>The running habit came with unusually strong evidence. Vaseline\u2019s research found a widespread problem, a well-established workaround, and a product that runners already trusted to reduce friction.<\/p>\n\n\n\n<center><iframe src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Funilever%2Fposts%2Fpfbid06aJWAEXLUoeytwSYq6osrDR7USVxj96GJP2Sx1s6UT6M22xQdcCMKZmBGAZwYV2ql&#038;show_text=true&#038;width=500\" width=\"500\" height=\"792\" style=\"border:none;overflow:hidden\" scrolling=\"no\" frameborder=\"0\" allowfullscreen=\"true\" allow=\"autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share\"><\/iframe><\/center>\n\n\n\n<h2>Impact and Results<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.unilever.com\/news\/news-search\/2026\/how-vaseline-turned-verified-hacks-into-new-products-and-partnerships\/?utm_source=chatgpt.com\">According to Unilever<\/a>, the wider Vaseline Verified platform produced results across brand growth, product sales, industry recognition, and live activation. The reported figures apply to different initiatives within that platform:<\/p>\n\n\n\n<ul><li><strong>Double-digit brand growth:<\/strong> Unilever says Vaseline Verified helped drive double-digit growth for the brand. The company does not disclose the exact percentage or isolate the campaign\u2019s contribution from other factors.<\/li><li><strong>Two rapid sellouts:<\/strong> Vaseline Originals launched through TikTok Shop in Thailand in April 2026. Unilever reports that the initial stock sold out within minutes and a second allocation also sold out that month.<\/li><li><strong>Six Cannes Lions for Vaseline Originals:<\/strong> Unilever reports that Vaseline Originals received six awards at the 2026 Cannes Lions International Festival of Creativity, including one Gold and three Silver Lions.<\/li><li><strong>Six Cannes Lions for Vaseline Verified:<\/strong> Unilever reports that the broader Vaseline Verified campaign also received six Lions.<\/li><li><strong>Twenty Cannes Lions for Vaseline overall:<\/strong> According to Unilever, the brand received 20 Lions across its 2026 campaign work.<\/li><li><strong>Products provided for 50,000 runners:<\/strong> As the Official Nipple Protector of the 2026 TCS London Marathon, Vaseline provided products intended to help the race\u2019s 50,000 runners. Unilever does not report how many runners used the Nip Stops or the product.<\/li><\/ul>\n\n\n\n<p>Together, these company-reported results show how Vaseline extended customer-discovered product uses into campaigns, products, and partnerships.<\/p>\n\n\n\n<h2>The Hack-to-Offer Scoring Rubric<\/h2>\n\n\n\n<p>Every customer hack looks promising when it racks up views, but that\u2019s not always an accurate measure of lasting customer interest. This Media Shower scoring rubric helps marketers distinguish a durable customer insight from a passing online obsession.&nbsp;<\/p>\n\n\n\n<p>Rate the behavior from one to five across each criterion before investing in a campaign, product, or partnership.<\/p>\n\n\n\n<p>As a working guideline, scores from 40 to 50 indicate a strong candidate for formalization. Ideas scoring from 30 to 39 may justify a limited pilot, while those scoring from 20 to 29 need more observation and evidence.&nbsp;<\/p>\n\n\n\n<p>A score below 20 suggests that the behavior does not yet support further investment.\u00a0<\/p>\n\n\n\n<center><iframe title=\"\" aria-label=\"Table\" id=\"datawrapper-chart-8UV7R\" src=\"https:\/\/datawrapper.dwcdn.net\/8UV7R\/1\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"534\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">(function(){function e(){window.addEventListener(`message`,function(e){if(e.data[`datawrapper-height`]!==void 0){var t=document.querySelectorAll(`iframe`);for(var n in e.data[`datawrapper-height`])for(var r=0,i;i=t[r];r++)if(i.contentWindow===e.source){var a=e.data[`datawrapper-height`][n]+`px`;i.style.height=a}}})}e()})();<\/script><\/center>\n\n\n\n<p><em>Source: Media Shower original framework, informed by <\/em><a href=\"https:\/\/www.unilever.com\/news\/news-search\/2026\/how-vaseline-turned-verified-hacks-into-new-products-and-partnerships\/?utm_source=chatgpt.com\"><em>Unilever\u2019s runner research and campaign report<\/em><\/a><\/p>\n\n\n\n<p>The Vaseline example performs strongly on the criteria supported by public evidence. The behavior was widespread, the product addressed the problem, runners formed an identifiable community, and \u201cOfficial Nipple Protector\u201d gave the practice a memorable name.\u00a0<\/p>\n\n\n\n<p>Other criteria, including persistence and attribution potential, would require internal data to assess responsibly.&nbsp;<\/p>\n\n\n\n<p>A promising customer hack still needs evidence, a suitable format, and a responsible activation plan. Use this framework to move from an observed behavior to a campaign, product, partnership, or other formal brand offer. Record the decision and evidence produced at each phase before moving forward.<\/p>\n\n\n\n<h2>From Customer Hack to Brand Offer<\/h2>\n\n\n\n<p>A promising customer hack still needs evidence, a suitable format, and a responsible activation plan. Use this framework to move from an observed behavior to a campaign, product, partnership, or other formal brand offer. Record the decision and evidence produced at each phase before moving forward.<\/p>\n\n\n\n<center><iframe title=\"\" aria-label=\"Table\" id=\"datawrapper-chart-38mc4\" src=\"https:\/\/datawrapper.dwcdn.net\/38mc4\/1\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"852\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">(function(){function e(){window.addEventListener(`message`,function(e){if(e.data[`datawrapper-height`]!==void 0){var t=document.querySelectorAll(`iframe`);for(var n in e.data[`datawrapper-height`])for(var r=0,i;i=t[r];r++)if(i.contentWindow===e.source){var a=e.data[`datawrapper-height`][n]+`px`;i.style.height=a}}})}e()})();<\/script><\/center>\n\n\n\n<p>Vaseline followed this general path by identifying runners\u2019 established use of Vaseline Jelly, confirming the prevalence of chafing and product use, and selecting a sponsorship tied to the community where the behavior occurred. The Nip Stops then made the product useful during the race, while local running activations adapted the idea for communities in different cities.<\/p>\n\n\n\n<h2>Marketer\u2019s Takeaways<\/h2>\n\n\n\n<ul><li>Look for the campaign already happening by identifying the compelling product uses your customers discovered first.<\/li><li>Use research and testing to separate a lasting customer habit from a passing internet obsession.<\/li><li>Make the product useful at the point of need.<\/li><li>Let product truth carry the creative idea by using humor that clarifies the benefit and makes the campaign memorable.<\/li><li>Give creators and communities a stake in the outcome through credit, participation, and revenue sharing.<\/li><\/ul>\n\n\n\n<p><strong><em>Media Shower\u2019s AI marketing platform helps you spot the next great marketing idea \u2026 and run with it. <\/em><\/strong><a href=\"https:\/\/www.mediashower.com\/freetrial\"><strong><em>Click here for a free trial<\/em><\/strong><\/a><strong><em>.\u00a0<\/em><\/strong><\/p>\n\n\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2023\/09\/min-4.png\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/ai-generate-blog-topics\/\">Blog Idea Generator (with AI Prompts and Templates)<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/Smiling-man-holding-laptop-and-gesturing-thumbs-up.png\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/swot-analysis-examples\/\">How to Create a SWOT Analysis With Examples [+ Free AI Tool]<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/Hands-typing-on-a-laptop-keyboard-from-a-top-view-angle.png\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/ai-white-papers\/\">How to Plan and Write White Papers with AI (Prompts and Templates)<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"clearfix\"><\/div>\n\t\t\t\t<\/section>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n","protected":false},"excerpt":{"rendered":"<p>Learn how Vaseline turned a widespread runner\u2019s hack into The Nipple Sponsorship and how marketers can formalize customer behavior into campaigns, products, and partnerships.<\/p>\n","protected":false},"author":109,"featured_media":26029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/26026"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/109"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=26026"}],"version-history":[{"count":4,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/26026\/revisions"}],"predecessor-version":[{"id":26034,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/26026\/revisions\/26034"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/26029"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=26026"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=26026"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=26026"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}