To officially kick-start year two of its #StartStrong campaign, Vaseline Men SA has unveiled a group of influential men as its campaign headliners. “The #StartStrong campaign pays homage to the quintessential modern South African man on the path to greatness: hardworking, well-groomed, career-driven and focused. He’s driven by passion and underpinned by traditions. He is motivated to succeed – to write his own story,” said Bakani Ntaisi, Marketing Manager at Unilever, when the first leg of the campaign launched last year. For its second installment, Vaseline Men SA announced that brand ambassadors, Hip Hop star Riky Rick and Cricket ace Kagiso Rabada would be joined by a squad of suave gentlemen as they share their personal story and path to greatness.
“To finish strong, you need to #StartStrong. It’s the thing you do before the thing you do, before anything. It’s about understanding the importance of family, grooming and heritage. Vuka. Ugeze. Ubangene,” reads the caption of the official campaign video on the brand’s YouTube channel.
It’s not everyday that you come across a captivating video on the timeline that you are compelled to start digging up for more information on the campaign. That is what happened when I encountered this gem of a campaign from Vaseline Men SA, starring MARVIN founder, George Matsheke, music entrepreneur, turned chef – Tebello “Tibz” Motsoane, former Skwatta Kamp member Siyabonga “Slikour” Metane and multi-talented actor Sthembiso “SK” Khoza among others. “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,” added Ntaisi.
A compelling campaign sentiment and strong consumer call-to-action makes for a winning campaign. The campaign will be rolling out on television and digital platforms throughout 2018.