Vaseline Rebrands to 'Baseline' After Viral

Vaseline has changed its display name on social media to 'Baseline'. This surprising rebrand follows a viral video from Korean beauty content creator Min Day, whose pronunciation of the brand name sounds like 'Baseline'.

The Unilever-owned heritage brand updated its profile picture and shared an official statement on its UK Instagram account. The move also appeared across several of the brand's international Instagram and TikTok channels. The statement directly credited Min Day, whose Instagram handle is @mindaylee_.

Min Day's original video, showing her collection of Vaseline products, has amassed more than 2.4 million likes on Instagram. The pronunciation gained traction because there is no 'v' sound in the Korean language, requiring an adaptation of the brand name.

Embracing a Global Community

In its announcement, Vaseline stated the change was effective immediately. "Same tub, same jelly. Same uses you have been making up since 1870," the brand wrote. "Just, as it turns out, a slightly different first letter depending on where in the world you are saying it."

The brand framed the shift as a celebration of global adaptation. Vaseline stated that every accent and every version of its name is proof of how far the product has travelled in its 150-year history. The company declared it was using the moment to properly celebrate one of those versions.

Appointing a New CEO

A key part of the rebrand involved appointing Min Day. The brand's statement said, "Full credit to @mindaylee_ for the discovery, who we have taken the liberty of appointing as the CEO of Baseline, effective immediately, no interview required."

The statement welcomed everyone engaging with the trend. "To everyone stitching, duetting or simply enjoying watching a 150-year-old brand get gently corrected by its own global community: welcome," it read. "We are here for it. We might even learn something."

Launching a Content Contest

The brand is now encouraging fans to create their own content with the new name. A post on Vaseline's Indian Instagram channel promotes the opportunity to be crowned a 'Vaseline-Verified Hijack Icon'. Prizes are offered for the best videos as the brand continues to lean into the trending meme.

This playful marketing tactic highlights how heritage brands are engaging with digital culture. By responding quickly to a viral moment, Vaseline has generated significant social media discussion. The campaign turns a linguistic difference into a celebration of the product's widespread, global use.