Rexona Women: Rexona Move

Sailesh Wadhwa

Campaign details

Brand owner: Unilever Malaysia
Agency: Lowe & Partners, Malaysia
Brand: Rexona Women
Country: 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 campaigns. The campaign encouraged women to sweat for a common cause of helping 13 shelter homes for underprivileged children across Malaysia. We connected those shelter homes with one 10,695km-long interactive social map across the length of Malaysia and invited women to cover this virtual distance.