The brand faced a dip in market share, despite being a category leader. Our challenge was to spark emotional connection, boost visibility in a cluttered retail space, and shift consumer behavior. The campaign had to feel authentically Saudi,not just visually,while reinforcing Vaseline’s unmatched quality and deep-rooted heritage.

We built a narrative that paralleled national pride with self-pride: “Our Pride Defines Us.” A hero video spotlighted traditional beauty rituals from every Saudi region, tying Vaseline Petroleum Jelly to natural, regional ingredients like Taif roses, Qassim dates, and mountain honey. The story came to life across POSM designs, a limited-edition pouch gifted at our activation booth with every purchase, and a beautifully crafted label design inspired by cultural motifs. The result? A Founding Day celebration that blended tradition, beauty, and brand power: making Vaseline not just relevant, but resonant.