The Sunlight green bar has been a beloved household staple in South Africa for generations. Recently, the younger generation has discovered innovative uses for the iconic green bar beyond laundry, incorporating it into skincare, shoe cleaning, and even makeup routines. Despite this creativity, many young South Africans still feel less connected to the brand compared to older generations.
To foster a deeper brand affinity with this youth, Sunlight launched of the #AddYourOwnBar campaign—a vibrant social challenge that celebrates the intersection of music, culture, and the long-lasting multi-purpose green bar.
The campaign was hosted on Instagram and TikTok, featuring some of South Africa’s top rappers and most of South Africa creative youth who were invited to join the rap challenge by dropping their own rap bars highlighting the versatile uses of Sunlight green bar.
The results were unbelievable: 121 bars were created and dropped about the iconic green bar. That’s over 6 hours of music and culture dedicated to the iconic green bar.
To date, more than 30 million views have been clocked by the campaign.
Follow #DropYourBarWithSunlight on TikTok and Instagram to check out the campaign.
