The campaign concept was created by the Energy DDBO agency and seeks to expand the brand’s line message
The new Rexona Clinical campaign uses humor to reinforce the effectiveness of the product, even in the most complicated and apprehensive situations. In the strategy, there are job interviews, first dates and even sending the wrong message in groups on messenger apps.
The campaign concept was created by the Energy DDBO agency and seeks to expand the brand’s line message, connecting it with other moments and potential points of contact.
“We realized through research that many situations of day-to-day tension are also triggers of sweat for the consumer. Based on this insight, we created the new campaign with the objective of reinforcing the brand’s positioning, but now portraying these daily situations of tension and anxiety. The objective is to reinforce that Rexona Clinical offers 3x more protection in any situation, not just in moments of great effort”, says Rafael Turziani, Rexona’s marketing manager.
To spread the strategy, the brand is investing in insertions in major national podcasts. It also has traditional and digital channels and influencers such as Maria Boop, Lucas Lima, Evaristo Costa, Monica Martinelli and Rafaela Tuma.
