Rexona Women: 1 commitment

This case study illustrates how Rexona, a personal hygiene products manufacturer, successfully launched their upcoming product by tapping on Thai women's sense of accomplishment.

Rexona Women: 1 commitment

Agency: Mindshare ThailandClient: Unilever Thai Trading

The summary statement

Rexona Women tapped into the Thai women's mentality to help them keep their goals top of mind – delivering the brand's "DO:MORE" proposition, while providing a personalized, relevant message from a supportive voice.

Campaign strategy

The goal for Rexona was to land their new "DO:MORE" proposition in Thailand and to highlight the product technology 'microcapsules' – longer-lasting protection that is delivered by fragrance bursts which are released when friction is generated. The more you move, the more it protects.

While "DO:MORE" is meant to...

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