The First Scar
2025 Advertising
Brand
Vaseline
Recognition
2025 - One Show Young Ones / Merit
Role
Account Executive
Instructor
Sungkwon Ha
Mission
Vaseline is often perceived as an old-fashioned brand you’d find at your grandmother’s house.
Create a unique culture and platform for Vaseline to connect with younger generations.
Insight
In UFC and boxing matches, fighters apply Vaseline to their faces before the fight to prevent skin from tearing.
Idea
Partner with major betting sites to create a new betting category predicting “Which fighter will get the first scar during the match.”
Additionally, have female fighters share their scar-care tips on social media, and sponsor athletes who make dramatic comebacks after injury.
Recently, we witnessed the fight of the century
Mike Tyson versus Jake Paul.
It was watched by 65 million people around the world on Netflix.
At that moment,
whenever the fighters got injured,
the coaching staff applied Vaseline to their faces.
Think about it
Vaseline is being used on the world’s biggest streaming stage,
and it would be a huge missed opportunity
not to take advantage of it.
That’s why we partnered with the largest betting site,
Bet MGM.
Introducing
.
.
.
The First Scar
We will collaborate with the betting site
to create a new betting category
where you can predict who will be the first to get scarred.
It all kicks off on March 8 at 11 p.m.
with the UFC 313
fight between Amanda Lemos and Yasmin Lucindo
at T-Mobile Arena in Las Vegas.
We will post this bet and
promote it at the stadiums and through outdoor advertising.
And we won’t stop there
MMA fighters and rising stars will share
their own scar-care tips on social media.
We’ll also sponsor fighters with
dramatic comeback stories after injuries.
For 150 years,
Vaseline has been a hero in countless moments.
This is how Vaseline proves
its true value as a life-hack hero.