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Back on track: a fresh direction for the Rexona brand
Includes video content
Recommended by Warc editors
Jaroslav Cír, John Pawle and Simon Patterson, ESOMAR, Annual Congress, Berlin, September 2007
This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth.
This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was used including Semiotics, Extended Creativity Groups, In-depth QiQ QualiQuant interviews and Consumer Photo Diaries. The RESC model looked at Rexona in terms of Rational and Emotional needs as well as Social and Cultural factors. Ultimately Rexona's problem was cultural, as the woman it was addressing was not the modern pro-active woman of the new millennium. A brand workshop ultimately informed a total European re-launch.
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