Unilever - Rexona knows what makes you sweat. (Belgium)

Rexona/Sure, Unilever’s deodorant brand, had fallen to third place in the Dutch market and wanted to recruit younger customers.

Unilever – Rexona knows what makes you sweat. (Belgium)

Agency name: Lowe SA/NVClient name: UnileverCategory: Integrated Communication

BACKGROUND

Rexona had dropped from market leader to the 3rd position on the market. In 2006, its market share had further decreased.

To date, there was no deodorant specifically targeting “girls between 14 and 17 years old”. This group predominantly consumed the Fa and Ushuaïa brands. Moreover, the Rexona brand was facing a decreasing awareness among consumers overall: Rexona no longer was the number one, due to a lack of attractiveness and a “sexy” image with respect to...

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