Building off last Year’s campaign, Riky Rick and Kagiso Rabada will join forces with influential South African men as they share their personal story and path to Greatness
Johannesburg, June 21, 2018 – Vaseline MEN, one of the most trusted brands in South Africa has become a staple in homes thanks to its long-standing heritage. Today, the brand is building on that heritage with the launch of #StartStrong Year Two.
Last year, Vaseline MEN paid homage to South African men with the launch of the campaign in partnership with music superstar Riky Rick and cricket hero Kagiso Rabada – helping men #StartStrong as they prepare for greatness. This year, the brand will build on that message with an expanded roster of accomplished men who will deepen the conversation and focus on three key values that were uncovered as central to the lives of South African men last year: Heritage, Family and Grooming. “#StartStrong continues to speak to modern South African men who are on their path to greatness by celebrating men who honour their heritage, family and grooming, while also adapting to the modern realities of life,” said Bakani Ntaisi, Vaseline Marketing Manager at Unilever. “We celebrate and commend men who understand they can be the positive role model to the next generation and men who know their grooming routine is the first ritual every morning that will give them the confidence needed to head out every morning and #StartStrong.”
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This year, the brand continues its partnership with award-winning cricketer Kagiso Rabada and music superstar Riky Rick while partnering with additional talented, South African men, all of whom illustrate the Vaseline man on his own path to greatness while linking to three core values of the campaign: Heritage, Family and Grooming.
Heritage: South African men honour heritage and tradition in their lives as they also navigate the modern world they live in, adapting to better prepare for greatness to take on each day and leave behind a #StartStrong. The fusion of heritage with modernity is evident in the work of graphic illustrator Lazi Mathebula, MARVIN founder, George Matsheke and music entrepreneur, turned chef – Tebello “Tibz” Motsoane – all of whom embody the value of Heritage.
Family: Family is at the core of the South African man today as he forges his own path, sharing past experiences and values to serve as an example for future generations while helping young men #StartStrong. Former Skwatta Kamp member Siyabonga “Slikour” Metane and multi-talented actor Sthembiso “SK” Khoza – both fathers – know the importance of sharing those life lessons to help the next generation of men #StartStrong.
Grooming: Men today also understand that a grooming routine is the first step men take every morning to set themselves up for success and get the confidence to head out into the world, and #StartStrong. No one knows the value of a good cut, a sharp suit and smooth skin like style and grooming experts Siyabonga Beyile and Menzi Mcunu and Legends Barbershop Founder, Sheldon Tatchel.
Vaseline MEN in partnership with Riky Rick, KG and this group of modern South African men will explore and discuss how they can inform the next generation to #StartStrong knowing that Vaseline MEN is the only men’s skincare brand that has been proven to prepare guys as they put their best face forward, so they’re ready to take on the day ahead and #StartStrong.
The campaign will be rolling out on television and digital platforms throughout 2018. Join the conversation by using the hashtag #StartStrong on Twitter, Facebook and Instagram.
To start off the collaborations the campaign partners will embark on a conversation in their own authentic way to drive #StartStrong campaign.
The brand will launch the Vaseline MEN Extra Strength Limited Edition 400ml lotion, available country wide from August – retailing from R49.90
