Vasoline “The Nipple Sponsorship” - An Infamous Hack Comes Back?

Source: Vasoline

If you are a runner, then you know. Your nipples take a beating. Or as Brand Vasoline says, your nipples wear out before your legs do.

Source: Vasoline

It’s an infamous hack known by runners that Vasoline is now taking more main stream.

Which is perhaps why the Vasoline team out of Singapore decided to become the official nipple sponsor of the London marathon to protect runners’ nipples across the entire route. And by the looks of it, London may just be the start as the brand perhaps looks to expand to other marathons around the world.

The sponsorship includes an awareness campaign, nipple protection kits, and nipple stops along the marathon route.

So … soothing.

Source: Vasoline

And while this isn’t necessarily something talked about in the mainstream world, it is certainly discussed in the running community. So it’s good to see the brand stepping up to own it and show runners how easy it is to get a little protection and relief.

The campaign won at Cannes Lions this year, and contributed to the combined 20 Cannes Lions awards brought in by the brand. To my eye it was the second big year in a row at Cannes Lions for this legacy brand. I just love seeing these tried and true brands stay relevant and up to date not only for their loyal audiences but for the new generations as well.

The big campaign win for the brand this year at Cannes Lions was for their “Vasoline Originals.” Take a look at the case video featuring original Vasoline hacks attributed to their creators …

I guess we can include nipple protection as an original back-in-the day (coming back now) hack. Yes indeed, that was me when I was a big runner and ran my first marathon in New York as my 40th birthday gift to myself. Chafing and all.

Well done, brand Vasoline. I personally and professionally thank you.

What’s your experience? JIM