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  • 04 May 2020

Cultural makeover for Vaseline jars

Cultural makeover for Vaseline jars

Since Robert Chesebrough invented his Vaseline petroleum jelly in 1859, it has become a household name around the world. While other products might contain petroleum jelly, only those with the distinctive blue seal actually contain Vaseline. Now Vaseline has implemented a temporary makeover and replaced its iconic branding with a limited-edition collection of eight 'heritage-look' designs.

This temporary change is part of the brand's ‘Journey of a Jar’ campaign, which invites South Africans to discover and share Vaseline's 'journeys of healing around the world'.

Other heritages represented in the campaign include India, Jordan, Kenya, Indonesia and China. The designs utilize vibrant colors and patterns inspired by abstract illustrations that reflect these countries' styles.

The polypropylene jars and embossed lids, in the traditional Vaseline blue, are manufactured by South Africa's Berry Astrapak (part of the global Berry group) and the same company also prints and applies the ‘heritage look’ shrink sleeves.


Gill Loubser is Labels & Labeling's Africa correspondent, providing coverage of this important market for the label and package printing industry.

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