Vaseline embraced a viral pronunciation trend after Korean influencer Min Day Lee referred to the brand as 'Baseline,' which morphed into 'Bassline' across social platforms. The company joined in, including Vaseline India and the UK account, inviting user creations, tagging, and recognising creators as 'Vaseline-Verified Hijack Icons.' The playful campaign reframed a pronunciation slip as a global, creator-led marketing moment.
