Rexona: Movement for Movement

Rexona, a deodorant and antiperspirant brand, launched a mobile app and editorial series to help people with disabilities become more active and educate others on the difficulties of living with a disability in Indonesia.

Campaign details

Brand: RexonaLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

While Rexona is the market leader with 50% market share, competition is heating up with new brands entering the market that promise the same things -- whitening and freshness, so the task for Rexona is to drive differentiation vs competition and go beyond a product story.

Rexona is known as the brand that encourages "movement". Sweat should not keep anyone from moving. In the past it launched campaigns that encouraged people to move by getting into sports or other physical activities. This time, to stand...

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