MNTANA KA GOGO

Ano 5 Sea eee 8 een oe eos canons : Sheeee ee aerkes eeeee HERE os AEsesee 0 eco eee on 246eee eeeenneeers pe eseeeeers® me SGM ay Ochi 1 9 234 nem egasn see age reogeseess < eo ebvet: peace eavesare eon A ee eer sole @ @layxsnv Background Heritage Day is a holiday that celebrates the essence of South African culture and shared traditions. Our challenge was to reconnect the brand's 155-year heritage with a new generation of audiences who value authenticity and identity. In many South African homes, uGogo (grandmother) is more than a matriarch, she is a nurturer, storyteller, and the keeper of family traditions. One of her most tender acts of care is rubbing Vaseline on a child's face before school or church. This universally shared ritual carries warmth, familiarity, and nostalgia across generations. Idea s GOGO AD UNEARTHS DEEP MEMORIES - ENCA VASELINE’ Views Reach The idea was to transform a universal cultural truth into a digital celebration of heritage that honours uGogo's wisdom, while bridging generations through storytelling and participation. By blending cultural authenticity with modern O expression, we reimagined grandmother's touch for the digital age, turning 31 5 oe S % nostalgia into pride and shared memory for a social-first landscape. This was reinforced with the line “Some traditions are not passed down, they're rubbed in.” Engagement Positive Sentiment e Solve (Execution) Over To mark Heritage Day, the campaign was launched with a social-first digital execution. 1 @) 1 y ] Visual Language: The hands of uGogo became the visual storyteller, wrinkled, Mentions Likes (on a repost) nurturing, and wise, contrasted against the youthful face she lovingly touches. The imagery of Vaseline being rubbed in captured the emotional core of heritage and care. This wasn't a one-way campaign, it empowered users as co-creators, using digital storytelling to preserve identity rather than dilute it. Comments Reshares Mntana Ka Gogo proves that when heritage meets digital storytelling, magic happens. | views By honouring the simple, universal act of uUGogo’ss care, the campaign built 0:09 25 Sept 25 5.2M emotional equity, inspired global participation, and turned a moment of nostalgia into a modern celebration of African pride and continuity. 18k Reposts 835 Quotes 162k Likes 4 Follow + Follow i jilever #patOnBrands #Vaseline Unileve Ss nbrands #HeritageBrane #pato