Rexona: Everyday #RexonaFirstDayVibe

Loren Saguil, Laurens Almira

Rexona, a deodorant brand, partnered with media outlet ABS-CBN to launch its First Day Vibe campaign in the Philippines to penetrate the teenage segment and make it the deodorant of choice for teens who are first-time deo users.

Campaign details

Brand: Rexona Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Deodorants, anti-perspirants Media channels: Online video, Social media, Competitions & contests Budget: Up to 500k

Executive summary

One of Rexona’s brand challenges involves effectively communicating key product benefits to teens who are mostly first-time deodorant users, making them an important age group to tap into as a deodorant brand. However, previous brand efforts are mostly focused on communicating to adults. First Day Vibe was launched to create a...

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