Rexona: World Cup 2018

Rexona, a deodorant brand, increased brand awareness among male consumers by developing a social media campaign in Spain that took advantage of a world football tournament event to showcase its product's effectiveness.

Campaign details

Brand: RexonaLead agency: UnileverRegion: EMEA

Strategy

Objective

Get men 18-34 y.o who are dropping us from their repertoire to buy Rexona by improving brand's emotional appeal and developing a distinct brand positioning Vs key competitors

The launch of Rexona Men took place during the 2018 Russia World Cup with Rexona Men Cobalt deodorants and a special edition with the colours of the Spanish National Team. During the Football World Cup the football fans are focused in news and matches results, that's why Mobile and above all social became so important to reach the...

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