Rexona: Fans moving heartbeats

Rexona, a deodorant and antiperspirant brand, increased awareness of its Rexona Football Fanatics deodorant in Colombia by launching the heartbeat index, which measured fans' heartbeats as they watched their team play.

Campaign details

Brand: RexonaLead Agency: InitiativeRegion: LATAM

Strategy

Objective

For the first phase of the campaign, our main objective was to increase the awareness of brand's new product: Rexona Football Fanatics, a Special edition where the product has the look of Colombia's football team uniform. Our big effort was focused on highlighting the product in the middle of a wide market of aerosol deodorants. However, we found a lot of interesting opportunities for the brand taking advantage of World soccer cup. The passion of the fans and the way their body shows it was a...

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