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Vaseline Wants To Know How Consumers Use 140-Year-Old Brand

Promo, Friday, October 15, 2010 8:55 AM

Vaseline Petroleum Jelly is 140 years old but it's still innovating, Particia Odell reports. New packaging features a flip cap so people can use it with one hand. And Vaseline Petroleum Jelly Rich Conditioning Cocoa Butter has joined Original Vaseline Petroleum Jelly and Vaseline Petroleum Jelly Baby on retailer's sheves.

The brand is also taking a page from the book written by a young upstart, WD-40, which has created a cult following for the variety of ways people use its product. Vaseline is asking people to let it know how they use the product -- some tried-and-true standbys are greasing rusty bolts and polishing shoes -- and it will compile 140 of the responses in a video montage.

"How do you flip for Vaseline Petroleum Jelly?" can be found at a new Vaseline Facebook Community and Twitter page.

Read the whole story at Promo »

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