This Heritage Day, Vaseline South Africa struck a cultural chord and sparked nostalgia in many South Africans with a social media post that invited South Africans to reflect on the beauty of everyday rituals and the small acts of care and wisdom, passed down from generation to generation.
The post encourages people to share their Gogo's morning routine, a creative call that quickly ignited memories and sparked heartfelt engagement across the country, says the brand.
The response highlights how deeply Vaseline is woven into South African culture — having been a trusted part of it for 155 years. From childhood memories of grandmothers and mothers applying jelly before school, to stories of Vaseline jars being a household staple, the comments underscored the brand's long-standing presence in the country's heritage, says the brand.
By leaning into heritage through storytelling, the brand taps into a shared cultural truth: that skincare is more than surface-level. Skincare is an expression of care, continuity and identity. The campaign resonates with audiences because it reflected lived experiences, collective memory and the rituals that unite South Africans across backgrounds, adds the brand.
"Real culture lives in the small rituals we inherit, from the way a grandmother smoothed Vaseline onto a child's skin, to the traditions families pass on through simple care routines. This Heritage Month, we chose to celebrate these stories, reminding South Africans that their heritage is carried not only in language and dress, but in everyday acts of love and care," concludes Kenosi Matsebatlela, Head of Marketing at Vaseline.
For more information, visit www.vaseline.com. You can also follow Vaseline on Facebook, X, or on Instagram.
*Image courtesy of www.vaseline.com.