Campaign details
Brand: RexonaLead Agency: Mindshare IndonesiaRegion: APAC
Strategy
Objective
Rexona is a fierce battle to retain its spot at the top of the deodorant category in Indonesia. With few product differences and Indonesians consumers keen on the lowest price, Rexona needed a creative strategy to separate itself from competitors.
Instead of fighting with its competition to find new ways to get the "dry" and "fresh" message across, Rexona set out to find its blue ocean and reinvent the way Indonesian consumers view a deodorant brand.
Movement for Movement focused on shifting the conversation and...