Rexona Women: Rexona Move

This case study describes a campaign in Malaysia by Rexona, a deodorant brand owned by Unilever, which used a charitable cause and a social mobile app to promote its product.

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...

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