Vaseline, in collaboration with Ogilvy Singapore and Canada, has launched Screen Block, a rebranded SPF 50+ sunscreen designed to protect gamers in Asia from harmful blue light exposure. Debuting in Thailand, the campaign targets gamers who often spend up to 12 hours a day in front of screens—an overlooked cause of deep skin damage.
Repositioned as a gaming accessory, Screen Block features bold packaging and in-game branding to resonate with the gaming community. Unlike general sunscreens, Vaseline’s product is marketed specifically for indoor screen use, setting it apart from brands like Aqualogica or Dot & Key, which don’t target gamers directly.
The campaign includes influencer unboxings, interactive gaming events, and in-game integration with Fortnite’s Go Goated mode through Umi Games. With the sun care market growing rapidly—especially in Asia—Vaseline’s move taps into a new, underserved niche at the intersection of skincare and digital lifestyles.