2024 saw brands pushing the boundaries of creativity, sparking nationwide conversations, and driving engagement in innovative ways. From witty slogans to bold statements, these campaigns didn’t just promote products—they became cultural moments. Here’s a look at the top 10 marketing campaigns that took South Africa by storm this year.
1. Naked – Stripping Down Complexity with Humor
Naked Insurance made waves in 2024 with a playful, cheeky campaign that stripped down the complexity of insurance. Using clever slogans like “Grace got Naked while filming a GRWM” and “Thandi got Naked at the Mall,” the campaign combined humor with boldness to promote simplicity and transparency. Naked also got people to also join in on their website and create a billboard of their own. It encouraged viewers to rethink the often-complicated world of insurance, offering a fresh, hassle-free approach.
Why people love it: The clever use of people’s names, familiar settings/occasions and humour which made the campaign relatable. This, alongside Naked’s promise of straightforward policies, the campaign resonated with audiences looking for simplicity in a typically confusing industry. The campaign’s tongue-in-cheek style made it relatable and memorable.
2. African Bank – Nomzamo Mbatha Inspires Growth
African Bank’s 2024 campaign featured Nomzamo Mbatha as its brand ambassador, focusing on themes of empowerment and personal growth. The campaign highlighted African Bank’s commitment to helping customers advance their lives through innovative financial products, including personal and business banking, as well as the Audacious Rewards program. Nomzamo’s relatable and motivational presence encouraged individuals to believe in their potential and take bold steps toward financial freedom.
Why people love it
Audiences admired the campaign for its uplifting message and the inspirational presence of Nomzamo Mbatha. Her involvement added authenticity and relatability, making the brand’s promise of supporting personal and financial growth more tangible. The campaign’s motivational tone inspired viewers to see African Bank as a partner in achieving their dreams.
3. Netflix – Joining the Viral TikTok Conversation
Netflix showed off its agility in 2024 by leveraging a viral TikTok trend. When a video surfaced about a woman calling out her husband, George, for buying shoes for someone else, Netflix quickly jumped into the conversation with their now-iconic tagline: “Where are the shoes, George?”. The brand perfectly captured the cultural zeitgeist, tying back to its extensive library of content.
Why people love it: Netflix’s ability to join real-time conversations with humor made the brand feel more personal and connected to its audience. It proved Netflix’s deep understanding of social media trends and how to insert themselves into viral moments.
4. Savanna – “It’s Giving Whiskey”
Savanna Cider turned heads in 2024 with their bold claim, “It’s giving whiskey, but it’s a cider.” The campaign humorously compared Savanna’s flavor to whiskey, positioning it as a sophisticated drink with a twist. This playful approach disrupted the cider category, sparking debates and creating viral moments, with fans creating parody videos.
Why people love it: The cheeky humor, along with the clever comparison, made this campaign one of the most talked-about of the year. It not only drew attention to Savanna’s unique flavor but also demonstrated the brand’s knack for challenging conventions in the alcohol industry.
5. We the People – Tshepo Jeans Celebrates Diversity
Why people love it: The campaign resonated with South Africans because it celebrated unity and diversity in an authentic way. Tshepo Jeans successfully tapped into national pride while showcasing the importance of cultural inclusivity.
6. Nando’s – The “Two Pot System” Campaign
Nando’s always knows how to mix humor with cultural relevance, and their “Two Pot System” campaign in 2024 was no exception. The campaign humorously addressed South Africa’s pension reform, which introduced a two-pot savings system. Nando’s cleverly paired this serious topic with their famous flame-grilled dishes, saying, “Two Pots that don’t need a financial advisor.”
Why people love it: The witty take on a financial issue made the serious topic of pension reform more digestible and fun. Nando’s ability to make light of current affairs while tying it back to their product ensured that the campaign was both educational and entertaining.
7. Sasol Rewards – “Thelarrr Baba!”
Sasol’s 2024 campaign had everyone talking with its fun and catchy tagline, Thelarrr Baba!—a phrase that means “pour more.” Starring the charismatic Big Zulu, the campaign celebrated Sasol’s award-winning Rewards program, showing how points could help customers save on fuel and unlock exciting perks. With Big Zulu bringing his larger-than-life personality, Sasol turned loyalty rewards into something genuinely exciting.
Why people love it
People connected with the campaign because it felt authentic and fun. Big Zulu’s charm made the message relatable, and the idea of saving while getting more resonated with everyone. It wasn’t just about rewards—it was about making life easier and a little more joyful.
8. Heineken Greenzone Campaign – Brewing a Sustainable Future
Heineken’s Greenzone Campaign was a massive hit in 2024, as the brand pushed sustainability front and center. The campaign included eco-friendly initiatives like waste reduction, renewable energy in production, and sustainable packaging. The Greenzone was an immersive experience for consumers to learn more about Heineken’s efforts toward a greener future.
Why people love it: Heineken’s commitment to environmental responsibility was clear and impactful. The campaign didn’t just raise awareness—it offered tangible solutions to environmental problems. Consumers loved how the brand aligned itself with a cause that’s close to the hearts of many.
9. Cadbury – “Real Mzansi Names, No DNA, Just RSA”
Cadbury’s campaign “Real Mzansi Names, No DNA, Just RSA” celebrated South Africa’s rich diversity by focusing on local identity. The campaign showcased the power of local names and the sense of belonging they foster, promoting the idea that being South African isn’t about ancestry—it’s about shared experiences and community.
Why people love it: The campaign was an empowering celebration of South African identity. It resonated deeply with consumers who felt pride in their diverse cultures. By highlighting local identity, Cadbury connected emotionally with its audience while fostering a sense of national unity.
10. Weet-Bix – More Than Just a Brick Campaign
Weet-Bix turned its iconic brick-like shape into a symbol of strength and endurance with its “More Than a Brick” campaign. This campaign showcased how Weet-Bix fuels individuals to tackle life’s challenges, no matter how big or small. The ad celebrated South African resilience and the brand’s long-standing role as a trusted breakfast for generations.
Why people love it: Weet-Bix’s campaign tapped into the idea of empowerment and sustained energy, making it resonate with people’s everyday lives. The nostalgic feel combined with a strong motivational message made this ad a hit with South Africans of all ages.
Lessons from 2024’s Best Campaigns
What makes these top campaigns stand out is their ability to blend humor, cultural relevance, and bold creativity to create powerful narratives. Whether it’s leveraging real-time social trends, promoting social issues like inclusivity and sustainability, or simply making people laugh, these campaigns have shown that authenticity and engagement are key to resonating with today’s consumers.
2024 was a year where marketing campaigns didn’t just aim to sell—they aimed to spark conversations, connect emotionally, and drive social change. These brands have set the bar high for future campaigns, proving that when marketing is done right, it has the power to shape culture and leave a lasting impression on its audience.
Read more: Weet-Bix| Heinecken| Naked| Nando’s| Pat on Brands
