Campaign details

Brand: Rexona
Brand owner: Unilever
Lead agency: FP7/CAI
Country: Egypt
Industries: Deodorants, anti-perspirants
Media channels: Events & experiential, Online video, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Deodorant brand Rexona is the market leader in Egypt, a country where deodorant usage is seen as an unnecessary luxury. As such, it is Rexona's responsibility to grow the market. But, with its global copy failing to connect with the audience, it had to find a way to make its 'confidence' platform relevant to local youth.

So where did local youth's crisis of confidence lie? To find out, Rexona went back to college, where it found the local insight on which its campaign was built: the unemployment crisis, and how ill-equipped college grads were to face it. To address this issue and prepare almost-grads for the workforce, Rexona created its very own Confidence Academy, a bold, youthful, locally flavoured campaign to arm students with the soft skills they needed to make the transition with confidence.