Campaign details

Brand: Rexona
Lead agency: Unilever
Region: EMEA

Strategy

Objective

Get men 18-34 y.o who are dropping us from their repertoire to buy Rexona by improving brand's emotional appeal and developing a distinct brand positioning Vs key competitors

The launch of Rexona Men took place during the 2018 Russia World Cup with Rexona Men Cobalt deodorants and a special edition with the colours of the Spanish National Team. During the Football World Cup the football fans are focused in news and matches results, that's why Mobile and above all social became so important to reach the Rexona's consumers.

The objective was to take advantage of the FIFA World cup to create an emotional connection with men. We wanted to create engagement with our target on a territory where they could feel comfortable.

Target Audience

Men between 18-45 years with interest in football and sports in general. Spanish people, who enjoyed the world cup.

Creative Strategy