Rexona: Mobile voice pack

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

Campaign details

Brand: RexonaBrand owner: UnileverLead agency: Mindshare Philippines, MullenLowe PhilippinesCountry: PhilippinesIndustries: Deodorants, anti-perspirantsMedia channels: Mobile & apps, Social media, Voice, chatbotsBudget: Up to 500k

Executive summary

As a well-established deodorant brand, Rexona Philippines has always advocated how important it is to lead an active lifestyle. To further solidify its strong brand association with sports, Rexona chose NBA star Steph Curry as its newest endorser.

While this had worked well for the brand in a basketball-obsessed country like the Philippines, there was still the need to keep...

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