For its new product launch, Vaseline opted for an approach that broke away from the usual influencer campaigns. The brand took content creators directly to the snow-capped peaks of the Alps to showcase the product. This approach offered an experience distinct from traditional campaign setups.

The product was specifically developed for lips that dry out and crack in cold weather. The challenges faced by skiers in these conditions clearly highlighted the product’s use case. For this reason, the brand chose to showcase the product directly in the most challenging conditions.

This campaign is considered one of the examples of how an experiential marketing approach can be used in product storytelling. Communicating the product’s benefits through direct experience rather than indirect narration created a compelling communication strategy. It provided high visibility, particularly through social media content, and contributed to the campaign reaching a broader audience.