Rexona: Movement For Movement

Rexona, a deodorant and antiperspirant brand, launched a mobile app to help disabled users move around Jakarta by highlighting the most accessible places in their area, which resulted in a positive ROI.

Campaign details

Brand: RexonaLead Agency: Mindshare IndonesiaRegion: 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...

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