With Maple Social Club.
REBORN has brought Vaseline Gluta-Hya Lip Serum Gloss to morning café culture in a partnership with Maple Social Club.
REBORN's strategy was to make the product feel less like a functional lip treatment and more like a beauty accessory: a gloss people would want to apply, photograph and carry with them.
“The strongest brand experiences don’t try to own culture - they contribute to it. The brief wasn’t simply to create an activation,” said REBORN founder and CEO, David Easton.
“The challenge was helping Gluta-Hya build greater relevance with a younger beauty audience. Maple Social Club gave us a cultural behaviour people had already chosen, and our job was to give Vaseline a credible role within it, then connect that experience through trial, creators, social and paid media.”
REBORN brought the partnership to life with noisy, the youth culture agency that represents and manages Maple Social Club.
Together they transformed the club's weekly Coffee & DJs event at Wilson's Cafe in Sydney's Surry Hills into a Vaseline Gluta-Hya brand experience.
“Vaseline has long been trusted for effective skincare, but with Vaseline Gluta-Hya we also wanted to engage younger beauty consumers in a contemporary and relevant way,” said Unilever regional marketing manager, Yeo Yin Hong.
“REBORN helped us translate the product’s combination of hydration, tint and protection into an experience people could try, enjoy and share, while remaining true to the credibility of the Vaseline brand.”
Custom coffee cups, a Bocca sofa, suspended pink orbs, Vaseline Gluta-Hya lip stations, branded convex parking mirrors, street posters and Polaroid-style photo moments were available.
“Maple Social Club is one of the most viral communities in the country,” said noisy managing director, Harry Wilson.
“Coffee & DJs has run every week for 18 months, been seen millions of times here and overseas, and pulls a packed crowd of exactly the people Vaseline wanted to reach.
“Vaseline didn't try to create culture. They embedded themselves in a community that already existed, and that's where breakthrough results come from. This partnership proved it.”
