Archive · 29 Aug 2026
Why Vaseline Is Calling Itself “Baseline” on Instagram
A Korean beauty influencer said “Vaseline” in a way that sounded like “Baseline.”
This happened because Korean does not have a “V” sound.
Her video became very popular online.
Instead of correcting her, Vaseline decided to join the joke.
The brand changed its name to “Baseline” on some Instagram accounts.
These accounts were in the UK, India, and Korea.
Vaseline also named the influencer its CEO for the campaign.
It then started a contest for fans.
A Korean beauty influencer went viral after pronouncing “Vaseline” as “Baseline.”
The pronunciation reflects that Korean does not have a “V” sound.
Vaseline responded by changing its name to “Baseline” across its UK, India, and Korea Instagram accounts.
The brand named the influencer its CEO as part of the campaign.
Vaseline also launched a fan contest connected to the pronunciation joke.
- Who
- Vaseline and a Korean beauty influencer.
- What
- Vaseline temporarily presented itself as “Baseline” on Instagram and made the influencer its CEO.
- When
- After the influencer’s video went viral; no exact date is provided.
- Where
- On Vaseline’s Instagram accounts for the UK, India, and Korea.
- Why
- Because the influencer pronounced “Vaseline” as “Baseline,” reflecting the absence of a “V” sound in Korean.
- Brand involved
- Vaseline
- New name used
- Baseline
- Trigger
- A Korean beauty influencer’s pronunciation of Vaseline
- Language detail
- Korean has no “V” sound
- Instagram regions
- UK, India, and Korea
- Campaign action
- The influencer was named CEO
- Fan activity
- Vaseline launched a contest