Campaign details
Brand: Rexona MenBrand owner: Unilever Hong Kong LimitedLead agency: PHD Hong KongCountry: Hong KongIndustries: Deodorants, anti-perspirantsMedia channels: Online video, Programmatic display, Sales promotion, Social mediaBudget: Up to 500k
Executive summary
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 leveraged the cultural insight that men are highly sensitive to women's opinions of...