Campaign details

Brand: Rexona
Brand owner: Unilever
Lead agency: Initiative
Contributing agencies: Reprise Digital
Country: Argentina
Industries: Bath, toiletries & soap
Media channels: Online display, Online video, Outdoor, out-of-home, Product sampling, Programmatic display, Social media
Budget: Up to 500k

Executive summary

Rexona, the number-one deodorant in the Argentine market, wanted to enter and disrupt the antibacterial landscape with its first soap solely for hands in this category, and grow its market share as well as generate awareness. But how could a brand associated with body sprays compete with established antibacterial brands like Espadol, Protex and Lifebuoy, which have 80% market share, compared to its 1%?

To achieve this, data was used to analyse Rexona's core audience and break it down into four new and unique ones. Rexona's antibacterial soap would be for active, urban young adults. For those who Grab Life by the Hands.