Rexona Women: Rexona Move
Sailesh Wadhwa
Campaign details
Brand owner: Unilever MalaysiaAgency: Lowe & Partners, MalaysiaBrand: Rexona WomenCountry: Malaysia
Executive summary
Rexona Move is a unique business case on how a category leader in deodorant created a compelling reason and platform to convince Malaysian women to sweat more. 'Sweat to change lives' was a uniquely Malaysian way of building brand engagement to drive usage and frequency amongst a target audience who thought they didn't sweat enough, hence only used deodorants occasionally.
No, this was not another of those 'run, jog, compete' social app-based...