Unichem Ghana Appoints Hiplife Legend Reggie Rockstone as Brand Ambassador

Unichem Ghana Group Limited has appointed music icon, entrepreneur and Hiplife pioneer, Reggie Rockstone as its newest Brand Ambassador,

bringing together one of the country’s most recognisable cultural figures and a healthcare group with a longstanding presence in the country.

The partnership will see Reggie Rockstone feature in consumer campaigns, digital content, media engagements, experiential activations and community initiatives for selected Unichem brands.

The initial focus will include Vitafizz and Fisherman’s Friend, alongside selected products within Unichem’s expanding healthcare, wellness and lifestyle portfolio.

Reggie Rockstone, widely credited as a pioneer of Hiplife, has built a career spanning music, entrepreneurship and popular culture. His influence has extended beyond the entertainment industry, with his public profile evolving alongside successive generations of Ghanaian consumers.

Unichem Ghana Group, meanwhile, has built its business around healthcare, wellness and consumer products, with a focus on improving access to products for households and communities across the country.

The company said the partnership reflects shared values around authenticity, longevity, reinvention and healthy living, while creating new ways to connect its brands with consumers.

Bringing culture into everyday wellness

As Brand Ambassador, Reggie Rockstone will support Unichem in bringing its brands closer to consumers through culturally relevant campaigns and storytelling.

Vitafizz, which targets consumers seeking convenient wellness products for active everyday lifestyles, will form part of the initial campaign focus.

Fisherman’s Friend, an internationally established brand with a long heritage, will also feature in the collaboration, with the partnership expected to give the brand a distinctly Ghanaian cultural expression.

Jason Nana Yaw Mohan, Chief Executive Officer of Unichem Ghana Group, said Reggie Rockstone’s enduring relevance made him a natural fit for the partnership.

“Grandpa Reggie represents something very special to Ghana. He did not simply participate in culture; he helped create it. Decades later, he remains relevant because he has continuously evolved without losing his authenticity,” he said.

“That resonates strongly with us at Unichem. We are also a generational business, proud of where we have come from but constantly evolving for the future. This partnership goes beyond putting a familiar face beside our products. We want to use culture, storytelling and trusted personalities to make conversations around health and wellness more engaging and relevant to everyday life,” he added.

“We are delighted to welcome Reggie into the Unichem family, and I believe we are going to create something genuinely memorable together,” Mr. Mohan noted.

For Reggie Rockstone, the partnership has a personal dimension, particularly as his focus on health and wellness has grown with age and family responsibilities.

“Health hits differently as you grow. I am a father, I am a grandfather, I am still creating, still working and still moving, and you realise that staying well is what allows you to keep doing everything you love,” he said.

“I have also known and trusted the LUEX name for many years, so there is history here for me. Joining the Unichem family feels natural. I am excited because we are not just talking about products. We are talking about energy, wellness, family, longevity and enjoying life. We’re going to have some fun with it, but there is a real message behind it,” he further stated. 

A new chapter for Unichem

The appointment forms part of Unichem Ghana Group’s broader strategy to strengthen the connection between healthcare, wellness and everyday life.

 The Group is continuing to invest in areas including local pharmaceutical manufacturing, healthcare distribution and the expansion of its wellness and consumer portfolio. Alongside these investments, it is seeking to engage consumers through storytelling, experiences and culturally relevant conversations.

The company said Reggie Rockstone’s ability to connect with audiences across generations aligns with its ambition to preserve its heritage while building for the future.

The partnership will unfold over the coming months through original content, public appearances, consumer experiences and campaigns featuring Reggie Rockstone across selected Unichem brands. 

Source: thebftonline.com