Campaign details
Brand: Unilever / RexonaAgency: InitiativeRegion: LATAM
Objectives
- To create a dual gender activation (target Rexona Men & Rexona Women) that would transmit Rexona's new positioning.
- Motivate people to move more on the everyday life.
- To build Rexona's differential (motionsense) reinforcing the message "Protection to keep you moving".
Business objectives
- To grow 0.2% in penetration.
- To grow 0.3% in share.
Rexona's new territory is based on everyday movement: people are designed to move, but the paradigm of modern life encourages sedentarism. Today, an average person spends half his life sitting. In 15 years, we...