Rexona Clincal: 2019 Business Impact

Deodorant brand Rexona used precision targeting to reach heavy sweaters in Australia and smash sales targets.

Campaign details

Brand: RexonaBrand owner: UnileverLead agency: PHD AustraliaCountry: AustraliaIndustries: Deodorants, anti-perspirantsMedia channels: Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Radio & audio, Social mediaBudget: 3 - 5 million

Executive summary

Since its launch in 2009, Rexona Clinical has offered sweat protection three times stronger than the average antiperspirant. However, prior to 2019, the Clinical product was exclusively available in a soft-solid format, one that was used by only 6% of the market. As a result, penetration of Rexona Clinical plateaued in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands