Rexona: Silverpush Sports Sync

Rexona Men, the deodorant brand, launched a cross-screen campaign to leverage its association with basketball and highlight the brand's functional benefits to male audiences in the Philippines.

Campaign details

Brand: RexonaBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agency: SilverpushCountry: PhilippinesIndustries: Deodorants, anti-perspirantsMedia channels: Mobile & apps, Social media, TelevisionBudget: Up to 500k

Executive summary

In the Philippines, Rexona Men faced the challenge of getting infrequent users to use deodorant every day and wanted to address them by highlighting the brand's functional benefits in contexts relevant to its consumers.

The strategy was to capitalise on technology to reach the always-available audience with real-time and contextually-relevant live moments and connect them with the brand.

The...

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