Campaign details

Brand: Rexona
Brand owner: Unilever
Lead agency: Mindshare Philippines, MullenLowe Philippines
Country: Philippines
Industries: Deodorants, anti-perspirants
Media channels: Mobile & apps, Social media, Voice, chatbots
Budget: Up to 500k

Executive summary

As a well-established deodorant brand, Rexona Philippines has always advocated how important it is to lead an active lifestyle. To further solidify its strong brand association with sports, Rexona chose NBA star Steph Curry as its newest endorser.

While this had worked well for the brand in a basketball-obsessed country like the Philippines, there was still the need to keep the momentum going by driving relevance and engaging with consumers.

Rexona brought its thematic campaign to commuters everywhere via a Steph Curry customised voice pack on Waze. The Rexona mobile voice pack (MVP) allowed commuters to not only receive directions from their favourite player, but also helped them to stay motivated and relaxed during their stressful time in transit.