Vaseline has “renamed” themselves in response to a massively viral video. In her post about the brand, creator Min Day Lee adorably shows Vaseline product after Vaseline product to the camera, punctuating each display with a mispronounced “Baseline!” (read, “Bhas-a-leen”). The internet took her content and ran, lighting up the comments, creating response videos, and making “Baseline” a meme. Not only did Vaseline jump into the comments on the original video, which has currently been viewed 16.6M times on TikTok and 3M times on Insta, they also created a lightning-speed response campaign. Within days, they “rebranded” themselves across socials, changing their logo to Baseline and posting a message that they agreed with fans who couldn’t stop saying “Baseline.” Importantly, they called Min Day Lee out by name in the post, giving her full credit and appointing her “CEO of Baseline, effective immediately, no interview required.” (Famous Campaigns)
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