Campaign details

Brand: Rexona
Lead Agency: Mindshare Indonesia
Region: APAC

Strategy

Objective

Rexona is a fierce battle to retain its spot at the top of the deodorant category in Indonesia. With few product differences and Indonesians consumers keen on the lowest price, Rexona needed a creative strategy to separate itself from competitors.

Instead of fighting with its competition to find new ways to get the "dry" and "fresh" message across, Rexona set out to find its blue ocean and reinvent the way Indonesian consumers view a deodorant brand.

Movement for Movement focused on shifting the conversation and perception Indonesians had toward Rexona and other deodorants. Rooted in Rexona's brand DNA to help people move, Movement for Movement was designed to not only help the disabled community physically move, but to build a movement with all Indonesians to make their country, more accessible.