Rexona: Grab Life by the Hands

Number-one deodorant in Argentina, Rexona created a precision marketing campaign to launch its new hand soap, grow market share and generate awareness.

Campaign details

Brand: RexonaBrand owner: UnileverLead agency: InitiativeContributing agencies: Reprise DigitalCountry: ArgentinaIndustries: Bath, toiletries & soapMedia channels: Online display, Online video, Outdoor, out-of-home, Product sampling, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Rexona, the number-one deodorant in the Argentine market, wanted to enter and disrupt the antibacterial landscape with its first soap solely for hands in this category, and grow its market share as well as generate awareness. But how could a brand associated with body sprays compete with established antibacterial brands like...

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