Blinkit has found a new way to turn a skincare concern into a very Blinkit moment.
The quick commerce platform has taken Vaseline’s viral Baseline moment and brought it to the streets with a playful OOH campaign.
Set against a bright yellow backdrop, the billboard features Vaseline’s skincare range with the headline: Moisture levels below Baseline?
The answer follows: Get Basseline skincare range delivered to your doorstep
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The idea works on two levels. It taps into a phrase that audiences already recognise from internet culture while tying it back to Vaseline’s core skincare proposition: moisture.
The campaign also builds on a meme that Vaseline had already embraced. Korean beauty creator Min Day Lee’s pronunciation of Vaseline sounded like Basseline to many viewers, turning it into a viral social media moment. Vaseline later joined the conversation with its BASSELINEEEEEEE Instagram post.
Now, Blinkit has taken that cultural moment offline.
What makes the execution work is how naturally the meme fits the product and the platform. Moisture has a baseline, Vaseline helps restore it, and Blinkit delivers it to your doorstep.
A viral joke turned into a clever meme, product, and delivery moment, taken from social media straight to the streets.
FAQs
- What is the Blinkit Baseline OOH campaign?
Blinkit’s Baseline OOH campaign uses the viral Vaseline pronunciation meme to promote quick delivery of skincare products.
- What is the Baseline meme?
The Baseline meme originated from Korean beauty creator Min Day Lee’s pronunciation of Vaseline, which sounded like Baseline to many social media users.
- Why is Blinkit using the Baseline meme?
Blinkit uses the viral phrase to create a topical skincare joke while connecting it to its quick commerce and doorstep delivery proposition.
- What does Moisture levels below Baseline mean?
The line humorously suggests that when your skin’s moisture levels are low, you can order Vaseline products through Blinkit to bring them back up.
