In today’s market, consumers have more options than ever. New brands seem to pop up almost every day, digital-first companies are transforming entire industries, and social media makes it easier than ever for up-and-coming names to grab attention.
Still, step into almost any South African pharmacy, supermarket, or spaza shop, and you’ll spot products that have stood the test of time. From Grand-Pa powders and Eno to Aquafresh toothpaste and Med-Lemon, these household staples have been trusted for generations.
Even with all the disruption, some brands continue to hold a special place in South African homes, their enduring presence a testament to their lasting appeal.
This raises an interesting question: why do South Africans continue to trust the brands they grew up with?
Heritage brands carry cultural meaning
While modern marketing tends to chase viral moments and quick engagement, building trust happens in a completely different way.
Brand trust isn’t something you win with just one clever campaign. It grows over years, even generations, through consistent and dependable experiences.
Whether it’s reaching for Grand-Pa when flu symptoms appear, keeping Aquafresh in the bathroom cabinet, or turning to Eno after a heavy meal, these products have become part of family routines.
That consistency creates something few new brands can buy: credibility.
As Farhan Haroon, Managing Director of Haleon South Africa, explains: These brands have been part of South African households for generations and have earned the trust of millions of consumers over many years.”
Being “Made in Mzansi” adds depth & authenticity to this story
Haleon‘s new Made in Mzansi campaign shines a spotlight on another key aspect of brand trust: staying locally relevant.
This campaign celebrates the heritage of some of South Africa’s most trusted everyday health brands, honoring the generations of South Africans who have relied on them and the local people who make them possible.
Many people know and trust brands like Grand-Pa, Eno, Aquafresh, and Med-Lemon, but not everyone realises they’re made right here in South Africa. This campaign shines a light on the South Africans behind these products while highlighting Haleon’s dedication to local manufacturing, job creation, and skills development.
The company has invested R750 million in its South African operations, with approximately 85% of its local sales coming from products manufactured in the country. Last year alone, Haleon produced one billion Grand-Pa stick packs at its Epping facility.
In an era where consumers increasingly want to support local businesses, “Made in South Africa” has become more than an operational detail.
As Eustace Mashimbye, CEO of Proudly South African, noted, these brands embody the organisation’s “Loved Here. Made Here.” philosophy by combining local manufacturing with long-standing consumer trust.
At its heart, it’s all about local manufacturing
Today’s consumers increasingly want to know the story behind the brands they support.
Questions such as Who made this? Where was it produced? Does buying it make a difference? are becoming part of the purchasing decision.
The campaign showcases Haleon’s commitment to local manufacturing and to enhancing everyday health. By producing trusted healthcare products close to home, the company makes it easier for people to access what they rely on, while promoting the value of self-care in taking charge of their health and wellbeing.
By highlighting the South Africans who manufacture these products and the communities they support, Haleon is giving familiar brands a deeper purpose.
We are proud to be part of the Haleon story, which showcases South Africa’s manufacturing excellence. Over the years, Haleon has produced trusted products that have become household names and an integral part of our country’s DNA.
The company’s success reinforces Proudly South African’s mission to encourage consumers to support locally made products, helping to create jobs, stimulate economic growth, and reduce poverty. Through the Made in Mzansi campaign, Haleon is celebrating heritage brands that truly embody our ‘Loved Here. Made Here.’ promise—products that are proudly manufactured in South Africa and deeply valued by South Africans,” said Eustace Mashimbye, CEO of Proudly South African.
The Secret to Keeping Heritage Brands Relevant
One of the biggest challenges facing heritage brands is staying relevant without abandoning what made consumers trust them in the first place.
While many companies chase trends to seem modern, the strongest brands take a different approach. They enhance their products, update packaging, and explore new marketing channels, all while staying true to the values and reliability their customers count on.
Haleon’s move to launch special-edition Made in Mzansi packaging strikes a great balance. Instead of changing the brands themselves, the campaign honors their heritage while tying them into a larger narrative about South African manufacturing and community impact.
The Pat on Brands takeaway
In a time of constant change, South Africa’s most iconic brands show that lasting success comes from evolving, not standing still.
Names like Grand-Pa, Eno, Aquafresh, and Med-Lemon have stayed relevant by consistently delivering on their promises while keeping up with shifting consumer needs.
Haleon’s Made in Mzansi campaign goes beyond celebrating products; it highlights the people, communities, and local manufacturing that power them, reinforcing the trust built over generations.
