(Right: Zinhle Sithole with her Heritage Blanket)
This year, Vicks partnered with Zee Feels (Zinhle Sithole) to create a Heritage Blanket, a tactile celebration of comfort, healing, and identity.
It was covered in
symbols we all recognised: maize, proteas, the springbok. And it offered the
same thing the brand has always offered: something to wrap around yourself when
the world feels too loud.
This past Heritage Month, Vicks reminded South Africans that relief is truly in our roots. Through a heartfelt campaign celebrating 50 years in South Africa, the brand inspired over 120,000 South Africans to share their personal stories of care, connection, and family — proving just how deeply Vicks is woven into our national fabric.
The Relief Is In Our Roots campaign — featuring a collaboration with Zinhle Sithole (Zee Feels) and the limited-edition Vicks Heritage Blanket — resonated widely, generating 33 million content views and reaffirming Vicks as one of South Africa’s most loved household brands.
The blanket is a limited edition, but the sentiment lives on. Because Vicks is still doing what it’s always done. Letting people breathe easier. Feel more held. Pass something meaningful along.
The impact of the campaign was astounding – more than 120,000 South Africans added their voices to the campaign, sharing why Vicks is a South African heritage brand, while the campaign content was viewed an incredible 33 million times.
Riaan Gouws, Account Director, on email: riaang@theirverbed.co.za
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