Back on track: a fresh direction for the Rexona brand

Jaroslav Cír, John Pawle and Simon Patterson

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.

Back on track: a fresh direction for the Rexona brand

Jaroslav CírCMI (Deodorants Europe), Unilever Personal Care, United Kingdom

John PawleQiQ International Ltd, United Kingdom

Simon PattersonCRAM International Ltd, United Kingdom

INTRODUCTION

This paper describes how Rexona had lost its way in France and how research was used to create 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 approach used, based on the RESC™ model, looked at Rexona in terms of the extent...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands