Every Heritage Day, South Africa sees a wave of brand tributes: colourful, predictable, and often forgettable. But in 2025, one campaign didn’t just join the conversation – it owned it. Vaseline’s “Mtana ka Gogo” Heritage Day campaign, created by VML, is officially Pat on Brands’ Campaign of the Year for 2025 and for good reason.
A Heritage Insight That Belongs to All of Us
“Mtana ka Gogo” tapped into a cultural truth so universal, it felt like a collective memory: the gentle (or not so gentle) ritual of being moisturised by a grandmother who believed that Vaseline was the cure to all dryness and half of life’s problems.
The campaign celebrated this long-standing ritual with authenticity. No stereotypes, no forced symbolism, just real South Africans bonding over a tradition that has transcended generations, race, gender, and geography.
From Alexandra to Umlazi, Mitchells Plain to Mafikeng, everyone saw themselves in it. We all knew that grandmother. We all were that child.
A Breath of Fresh Insight in a Sea of Predictable Heritage Day Posts
While many brands took the standard route for Heritage Day, Vaseline delivered something deeply human and beautifully nostalgic.
LinkedIn erupted. Marketers applauded the simplicity. Consumers shared their childhood memories. Creatives celebrated the craft.
One user put it perfectly:
“Special piece this one. It’s so good, you want to frame it and place it on the room divider next to the doyle, crockery for Mfundisi and porcelain dog.”
The nostalgia was so vivid, so specific, and yet so universal.
The Diaspora Joined In – A Global Moment
Beyond South Africa, the campaign travelled organically across the world. It reached the global Black diaspora, sparking conversations about shared rituals and cultural overlap.
A Black American user commented:
“Wait!!! This is a South African tradition?? That’s so cool, it’s also a Black American tradition as well. The diaspora wins again!”
That single comment captured the campaign’s magic. It showed us that something small, familiar, domestic, and intimate became a bridge across continents. Very few campaigns earn that kind of cultural resonance.
Proof That You Don’t Need a Big Budget to Make a Big Impact
One of the most impressive aspects of “Mtana ka Gogo” is how simple yet powerful it was. No over-engineered production, no massive media spend, no gimmicks.
It began as a social media execution with pure insight, pure emotion and later extended to out-of-home.
The hero line?
“Some traditions are not passed down, they’re rubbed in.”
It became an instant classic. A line so good it felt like it had existed for decades. It rubbed in. This campaign was a masterclass in how a small idea, rooted in truth, can create massive cultural impact.
A Cultural Moment, Not Just a Marketing Execution
VML and Vaseline captured something rare: a moment of collective memory. “Mtana ka Gogo” celebrated a ritual that binds families together and carries heritage in the most intimate way through touch.
It resonated in households across the spectrum – urban, rural, affluent, working class because it didn’t speak at us. It spoke from us.
And when a campaign earns that kind of emotional equity, it stops being an ad. It becomes culture.
Why It’s Pat on Brands’ Campaign of the Year
The decision was clear and unanimous. “Mtana ka Gogo” earned the title because:
- It was relatable across race, age, gender, and class
- It cut through Heritage Day clutter with originality
- It sparked a national and global conversation
- It showcased creative brilliance without relying on big budgets
- It honoured culture with respect and authenticity
- It became a moment. One we all felt, remembered, and shared
Above all, it reminded us that heritage is not just celebrated – sometimes, it’s rubbed in.
A Benchmark for the Industry
Vaseline’s “Mtana ka Gogo” is more than a standout Heritage Day campaign. It is a benchmark for South African advertising. It serves as proof that when brands tap into true cultural insight, the work becomes timeless.
To VML and Vaseline: you didn’t only win Heritage Day. You won our hearts. And now you’ve won the title of Pat on Brands Campaign of the Year 2025.
A campaign rubbed in so gently and so brilliantly that South Africa will remember it for years to come.
