Campaign details

Brand: Rexona
Brand owner: Unilever
Lead agency: PHD Australia
Country: 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

Executive summary

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.