Rexona Men, Unilever Hong Kong: Rexona's Data-driven Drama, Resolves a Social Stench

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

Agency: PHD Hong KongThe summary statement

Rexona Men’s deodorant is a sporting must have in Hong Kong, but it is not considered a daily personal hygiene necessity as only one in five men use deodorant. This is because most men are oblivious to their body odour.

To resolve this, we tapped into the cultural insight that men are highly sensitive to women's opinions of them. We conceptualised a social experiment video, instead of direct brand communication. We placed attractive non-deodorant wearing men on a blind date. The verdict and expressions of disgust from female dates hit the message on...

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