Case Studies
VASELINE MEN – RIKY RICK #STARTSTRONG
Vaseline Men needed a message that resonated beyond product benefits.
Start Strong was developed as a national campaign celebrating the habits, discipline and mindset that underpin success. Partnering with Riky Rick and Kagiso Rabada, the campaign encouraged young South Africans to begin each day with purpose, preparation and self-belief.
Challenge
How do you make a grooming brand relevant to a generation driven by ambition, creativity and self-expression?
Insight
Success is built long before it is celebrated. The small daily rituals we commit to ultimately shape who we become.
Idea
StartStrong positioned grooming as more than a routine. It became a symbol of preparation, discipline and the mindset required to achieve personal success.
To anchor the campaign, we developed a hero brand film featuring South African cricket star Kagiso Rabada, Riky Rick and a collective of influential South African voices.
The content explored the habits, discipline and mindset required to succeed at the highest level, transforming a grooming campaign into a broader cultural conversation.
Execution
A fully integrated campaign spanning film, social media, digital content, retail activation and limited-edition packaging. A bespoke visual identity was developed across every touchpoint, creating a cohesive campaign platform that connected culture, aspiration and personal growth.
Outcome
A culturally relevant campaign that connected Vaseline Men with a new generation of South African consumers through authentic storytelling and inspirational local talent. By focusing on ambition, discipline and self-belief, the campaign elevated the conversation beyond product benefits and into the wider space of personal development.
- Creative Direction
- Campaign Development
- Art Direction
- Design Systems
- Packaging Design
- Content Creation
