South Africa, Aug. 25 -- Through its new Raised by the Bar platform, the brand is transforming generations of familiarity and nostalgia into a participatory campaign built around the stories, communities and entrepreneurs that have helped make Sunlight part of everyday South African life.

The platform launched in Durban during Women's Month and will travel to communities across five provinces, combining live experiences, storytelling, radio partnerships and social content with practical support for local traders and opportunities for local talent.

At the heart of the initiative is a straightforward consumer insight: every South African has a Sunlight story.

For generations, the Green Bar has appeared in household routines ranging from ...