Brand owner: Unilever
Lead agency: PHD Australia
Industries: Deodorants, anti-perspirants
Media channels: Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Radio & audio, Social media
Budget: 3 - 5 million
Since its launch in 2009, Rexona Clinical has offered sweat protection three times stronger than the average antiperspirant. However, prior to 2019, the Clinical product was exclusively available in a soft-solid format, one that was used by only 6% of the market. As a result, penetration of Rexona Clinical plateaued in 2015.
In recognising the need for change, Unilever sought to relaunch the Clinical product in 2019 with a new active ingredient, which meant that the three-times-stronger product could be sold as both an aerosol and a roll-on. This in turn would unlock the remaining 94% of consumers.