As we step into a new year, we’re taking a moment to reflect on the experiences, partnerships, and people that shaped 2025 and made it such a meaningful chapter for Matriarch.
The year was defined by growth – new collaborations, expanded partnerships, and remarkable projects that brought brands and people closer together. At Matriarch, our purpose has always been to create real moments for real people with real results – and throughout 2025, that purpose came to life in powerful ways.
2025 marked an exciting milestone for Matriarch as we were officially appointed as one of PepsiCo’s experiential marketing agencies for Sub-Saharan Africa.
Building on more than 25 years of partnership with Pioneer Foods, this next chapter saw our teams bring unforgettable campaigns to life across beloved brands, including White Star, Simba, Spekko, Cheetos, and Liqui-Fruit. From community-driven initiatives to immersive brand experiences, our work with PepsiCo throughout the year celebrated connection, culture, and creativity.
Miss Soweto 2025: A Legacy of Empowerment
In November 2025, one of our most loved events returned, the Miss Soweto Pageant, proudly powered by White Star.
Matriarch had the honour of producing this iconic celebration of confidence, culture, and community. The 2025 pageant brought together audiences across South Africa in support of young women making a meaningful difference in their communities.
The crown was awarded to 22-year-old Lungile Siyaphi, a Construction Management Studies student at the University of the Witwatersrand and proud resident of Orlando East. She was joined by Boitumelo Molotsane as First Princess and Kutlwano Zingitwa as Second Princess, with all three finalists representing leadership, purpose, and heart.
“Miss Soweto is more than a pageant – it’s a movement. Every year, it gives a platform to women who inspire change, uplift their communities, and remind us what it means to lead with heart. Being part of that story is one of our greatest privileges.”
– Hasmika, Business Unit Manager
Matriarch x Hyundai: Celebrating 25 Years of Progress
In 2025, we joined Hyundai South Africa in marking their 25th anniversary, celebrating a quarter-century of innovation and connection. From dealership activations across the country to consumer engagement moments that honoured the brand’s people and partners, this milestone was an incredible journey to be part of.
Liqui-Fruit Summer Campaign: Celebrating 50 Years of Flavour
In 2025, we were proud to support Liqui-Fruit as the brand celebrated an incredible milestone, 50 Years of Summer. Half a century of flavour, colour, and unforgettable moments shared with South Africans across generations.
To mark this iconic birthday, Liqui-Fruit kicked off an exciting summer campaign filled with bold energy, vibrant culture, and experiences that honoured the brand’s legacy while embracing the future. Our journey together began at the dynamic Mayonie Open Air Festival, where the Liqui-Fruit spirit came alive in full celebration mode.
For Matriarch, it’s been a privilege to help bring this story to life, rooted in joy, connection, and the unmistakable feeling of summer. And as we move through the summer season and into 2026, the celebration continues with Liqui-Fruit experiences rolling out across the country.
Here’s to a summer filled with colour, culture, and keeping it popping.
Standard Bank: Building Momentum into 2026
Our long-standing partnership with Standard Bank continued to thrive throughout 2025 as we wrapped up preparations for two major campaigns, the Standard Bank Summer Campaign and the upcoming Youth Campaign for 2026.
These initiatives focus on creating engaging, uplifting experiences for South Africans, from celebrating summer rewards to empowering youth through financial literacy and opportunity.
Kerrygold: A Taste of Heritage and Heart
Throughout 2025, our partnership with Kerrygold South Africa continued to blend charm, craftsmanship, and culinary celebration. From The Butter Club gatherings to the Franschhoek Bastille Festival, each event embodied the richness of Irish heritage paired with South African hospitality, proving that flavour and experience are the perfect match.
“Kerrygold is one of those brands that makes you feel something. Every activation is steeped in warmth, authenticity, and connection, a celebration of heritage that reminds us why people fall in love with experiences that engage all the senses.”
Beiersdorf: A 25-Year Partnership Built on Trust and Care
Throughout 2025, we continued to collaborate with Beiersdorf on a range of impactful experiences across the NIVEA portfolio. It’s a body of work we’re incredibly proud of, spanning 25 years since Matriarch first began working with NIVEA.
Over the years, this collaboration has evolved alongside the brand, grounded in shared values of care, trust, and relevance. In 2025, this came to life through several key moments, including the NIVEA Sun launch and other activations designed to connect meaningfully with consumers through everyday skincare rituals.
As we move into 2026, we’re excited to be contributing to the upcoming NIVEA Derma Control launch, set to kick off in Q1, and to continue supporting the brand through thoughtful, experience-led work that reflects both innovation and care.
Welcoming New Clients: Clicks and Sorbet
2025 also brought exciting new additions to the Matriarch family, Clicks and Sorbet.
In November 2025, we proudly brought Clicks to life at Clicks Beauty Playground 2025, hosted at the Cape Town International Convention Centre (CTICC). The two-day beauty festival featured over 80 top local and international brands, live demos, masterclasses, and sensory-rich experiences.
Matriarch designed and built the Clicks Beauty Hub, a 23m x 15m interactive showcase featuring eight themed zones, from “Beauty From Within” to “Clicks Newness.” The hub invited visitors to explore beauty in motion, hands-on, immersive, and socially shareable.
Matriarch designed and built the Clicks Beauty Hub – a 23m x 15m interactive showcase featuring eight themed zones, from “Beauty From Within” to “Clicks Newness.” The hub offered visitors the chance to explore beauty in motion – hands-on, immersive, and socially shareable.
“Our vision was to design a space that redefined what beauty feels like, not just something you see, but something you experience. We wanted every element to invite play, curiosity, and connection, a true celebration of beauty brought to life through experience.”
– Bonnie Long, Creative Director
Celebrating Our Team
Behind every activation and every idea is a team of passionate people who pour their creativity, energy, and expertise into everything they do. Throughout 2025, our Matriarch family showed extraordinary commitment, delivering meaningful work, embracing new challenges, and bringing every brief to life with heart.
From late-night problem-solving to seamless event delivery across the country, the team’s dedication continues to shape the Matriarch story and the impact we create for our clients and communities.
“The heart of Matriarch has always been its people. We’re not just creating campaigns – we’re creating connections, both within our team and with the communities we reach.”
– Lindy, HR Director
Looking Ahead
Reflecting on 2025, we’re filled with gratitude for the trust of our clients, the commitment of our team, and the joy of seeing real results come to life through creativity and collaboration.
Here’s to continuing to create, celebrate, and connect in 2026, with meaning, purpose, and passion.
Coming Soon: The Matriarch Experiential Marketing 2026 Report
We’re excited to announce that our annual Matriarch Experiential Marketing Report will be released in February 2026.
Building on insights from a year of diverse campaigns, this report will explore the latest trends shaping the experiential landscape, from sensory storytelling and tech-enabled activations to the growing importance of emotional connection in brand experience.
It’s our way of sharing what we’ve learned, what’s evolving, and what’s next for brands looking to create experiences that truly move people.
Stay tuned for the official release early this year.
A Message from Leanne Pechey, Managing Director
