Campaign details

Brand: Rexona
Lead Agency: Initiative
Region: LATAM



For the first phase of the campaign, our main objective was to increase the awareness of brand's new product: Rexona Football Fanatics, a Special edition where the product has the look of Colombia's football team uniform. Our big effort was focused on highlighting the product in the middle of a wide market of aerosol deodorants. However, we found a lot of interesting opportunities for the brand taking advantage of World soccer cup. The passion of the fans and the way their body shows it was a touch point that we found to get closer to Colombian Market.

Target Audience

At first, we thought that reaching a specific audience was essential. we had to go beyond defining a target through demographic variables or purchase behaviors. So we identified a cluster related to the existing touch points, a receptive cluster that took action with awareness, consideration and conversion messages.