Vaseline Temporarily Changes Brand Name to 'Baseline' After Viral Trend

Skincare brand Vaseline rebranded its social media handles to 'Baseline' following a viral Instagram video where a Korean influencer mispronounced the name, garnering over 38 million views.

The company embraced the marketing opportunity by engaging with the influencer, Mindaylee, and challenging other users to participate in the 'baseline' trend across global platforms.

Industry experts view the temporary name change as a strategic move to increase brand engagement by allowing consumers to define the product's utility in their own routines.