Back on track: a fresh direction for the Rexona brand

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...

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