Rexona Confidence Academy

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

Campaign details

Brand: RexonaBrand owner: UnileverLead agency: FP7/CAICountry: EgyptIndustries: Deodorants, anti-perspirantsMedia channels: Events & experiential, Online video, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Deodorant brand Rexona is the market leader in Egypt, a country where deodorant usage is seen as an unnecessary luxury. As such, it is Rexona's responsibility to grow the market. But, with its global copy failing to connect with the audience, it had to find a way to make its 'confidence' platform relevant to local youth.

So where did local...

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