Running is more than a fad, it’s a social and cultural phenomenon that’s here to stay, and since Vaseline identified a common need for their product among runners, it looks like their brand may be here to stay too.
Runners often use Vaseline to prevent chafing between their thighs and other sensitive areas during long runs. So, the brand decided to present itself during the 2026 London Marathon as the “official protector” against chafing, a common issue for runners.
- The brand set up special points along the route so that the more than 100,000 runners could reapply Vaseline to avoid friction and chaffing in sensitive areas. The so-called “Nop Stops” along the 42 km route provided solutions for runners.
- The brand leveraged an awkward truth to position itself as an essential performance tool. According to studies by Vaseline, 92% of the participants in a marathon suffer from chafing during races and 67% say it has caused bleeding.
- This common problem was enough to carry out “The Nipple Sponsorship” campaign, focused on preventing irritation during races.
Beyond promoting a product, the campaign demonstrates how brands can be authentically integrated into communities. Vaseline turned an everyday discomfort into a relevant campaign, connecting with runners’ real experiences. In a context where sport also functions as a social and cultural space, this type of action reinforces the relevance of brands.
Source: Instagram / @vaselineuk
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