What do Vaseline Shimmer Gel Oil and Loverboy Sparkling Tea have in common? They both sparkle—celebrating glow, confidence, and indulgence in a way that made this unexpected collaboration feel intentional. Anchored by the message “It’s Amanda’s time to shine,” the campaign positioned Amanda as the face of the partnership, speaking directly to Vaseline’s female-forward audience.
The campaign drove strong results, earning 11 pieces of media coverage totaling 34.8M impressions, inspiring 54 organic social posts with 1.7M earned social impressions, and being recognized by AdAge as a top creator- and influencer-led trend brand marketers need to know about right now.
Visually, the design system unified both brands through shimmer-led textures, a hero pink connecting Vaseline’s Sunlit Glow Gel Oil with Loverboy’s original tea flavor, and iconic Vaseline blue accents. Hand-drawn typography enhanced with AI-driven visual effects, paired with holographic packaging treatments, brought the collaboration to life—creating a playful, girlie pop-inspired world designed to boost confidence and glow.
relationship with his father. In doing so, Jake explains that being a good father starts with setting an example for how to live, and how to dress. By choosing a celebrity father with a young adult son, we were able to target Hugo Boss's two largest demographics.
What do Vaseline Shimmer Gel Oil and Loverboy Sparkling Tea have in common? They both sparkle... celebrating glow, confidence, and indulgence in a way that made this unexpected collaboration feel intentional. Anchored by the message “It’s Amanda’s time to shine,” the campaign positioned Amanda as the face of the partnership, speaking directly to Vaseline’s female-forward audience.
The campaign drove strong results, earning 11 pieces of media coverage totaling 34.8M impressions, inspiring 54 organic social posts with 1.7M earned social impressions, and being recognized by AdAge as a top creator- and influencer-led trend brand marketers need to know about right now.
Design direction, art direction, packaging design, social strategy, merch and experiential design
social, experiential
To support the campaign messaging, the team developed three distinct packaging treatment directions, each exploring a different look and feel while staying true to the shared campaign world. These approaches varied in color, texture, and graphic expression, exploring multiple ways the collaboration could come to life before refinement.
The overall execution was elevated through exploration of materiality, texture, and detail. Hand-drawn typography was enhanced with AI-integrated VFX to achieve a tactile, gel-like finish that echoed the product’s shimmer. Holographic print materials delivered all-over shine, while spot gloss treatments on both the can and box added depth, contrast, and a premium, high-impact finish.
The merch strategy tapped into the existing cultural clout of Loverboy’s merchandise to create stylisth pieces designed to drive desire and conversation. The collection included a tee, tote, trucker hat, and stickers. Together, these items were designed to feel trend-forward and highly covetable, giving fans something they’d genuinely want to get their hands on.
Tease assets were activated across social to build anticipation ahead of launch, leveraging Amanda’s existing following to drive hype and early buzz for the campaign.
The campaign launched with an exclusive event at Softbar, a trendy new non-alcoholic bar in Brooklyn. The collaboration showed up and showed out, transforming the space with immersive gold and rose-gold accents inspired by the look and feel of drippin’ in Vaseline Gel Oil. The event brought the campaign world to life in a tangible, highly shareable way, driving excitement both on-site and across social.
