For nearly 100 years, Vicks VapoRub has been revered by Mexicans everywhere. It’s in practically every medicine cabinet, nightstand, and vanity of Hispanic homes across the United States, Mexico, and every other Spanish speaking country. Fondly referred to in Mexico as “Vipuro”, the strong eucalyptus-smelling ointment has been prized for its healing properties to treat every common ailment under the sun. Its endless range of uses include relief from congestion, coughing, and treating cuts, bruises, sprains, headaches, toe fungus, flu, and bug bites. It’s also used as a face moisturizer, soothing calmative, and sometimes even combined with a little tequila for a digestive. Bottom line is VapoRub always makes you feel better. Vicks VapoRub has become a beloved common denominator. VapoRub humor, jokes, tweets and memes abound and (spanning?) shared across all ages, backgrounds, and lifestyles.
The Journey of VapoRub
Created in 1912, VapoRub was first advertised as a product for traditional middle-income Anglo-American wives with children living a modern early suburban lifestyle. It couldn’t have been further removed from the Hispanic culture. Shortly after VapoRub began being sold in the United States, Vicks started distributing it in Mexico. VapoRub had a product attribute with a strong cultural familiarity that attracted Mexicans. It was the scent of eucalyptus. Common homemade medicinal remedies used by them often contained eucalyptus and other herbs with similar aromas. Scent evokes powerful memories and emotions, and for Mexicans, the smell of VapoRub brings on strong feelings and emotions from their childhood experiences of being cared for and comforted by their mothers. VapoRub’s scent is associated with home. Those who moved far away tell of times when they would open a jar of VapoRub just to smell it and feel like they were home again.
Culture is Strong Medicine
VapoRub was affordable and easily accessible for Mexicans. And, because a tightly woven sense of family and community is a hallmark of Hispanic culture, VapoRub quickly spread from home to home throughout Mexico. Before long, Vicks gained popularity in other Spanish speaking countries. Today, Vicks VapoRub continues to be a top selling brand among Hispanics with a market share of a whopping 95%.
The Mysterious Little Blue Jar
According to Vicks, the smell of VapoRub is the third most recognized worldwide, only after coffee and peanut butter. The little blue jar of eucalyptus-scented ointment is now famous and immediately recognized by Hispanics everywhere. It has come to embody their heart and soul. From generation to generation, VapoRub has remained a beloved brand. Few brands have become carried forward in culture like VapoRub. If Hispanics have anything to say about it (and they do) it will be here for many generations to come.