The partnership between Anitta and Rexona, which began back in 2019 with the Rexona by Anitta line, expands, and now the star is the poster girl for the entire Rexona 72h portfolio, as part of the new communication campaign for this line that offers superior protection. activated by motion. The new moment of the partnership will be marked by an unprecedented film that will air on national television in the coming days, where the artist puts Rexona’s superior effectiveness to the test in a choreography “Anitta” level of difficulty.
The milestones achieved by the artist and businesswoman are there for anyone to miss: the first Brazilian to win a VMA trophy, in the same year she entered the Guinness World Records by becoming the first solo Latina to reach the top spot on Spotify’s Top 200 Global with his hit Envolver. With a fast-paced and intense routine, Anitta from the beginning broke barriers with a lot of hard work to conquer her space in music and position herself as a renowned global artist, taking Brazilian funk to the world. And if Anitta’s routine doesn’t stop, neither does Rexona’s superior protection.
According to Anita:
“Rexona is part of my story in many ways. Long before I was famous or dreamed of the possibility of having a line of the brand, I was already a consumer and a fan of card-carrying. Our partnership is long-standing and this new phase makes me very happy, as it celebrates a lasting and trusting relationship. My routine requires an ally like Rexona so that I don’t worry about sweating, guaranteeing 72 hours of complete fullness!”
In the coming months, the campaign signed by Energy BBDO will bring new pieces in digital and external media (OOH), in addition to a powerful and unstoppable squad of influencers made up of Fábio Porchat, Paulo André, Arielle Macedo, Carol Borba, Ellen Valias, Fernando Fernandes and Júlia Mendes. Influencers will challenge their own limits and learn a choreography from Anitta, in addition to performing physical exercise batteries, putting Rexona’s superior protection to the test and proving the effectiveness of the antiperspirant that doesn’t abandon even in the most challenging moments.
Viviane Ramos, marketing director for Rexona, says:
“The effectiveness of Rexona is proven to be superior to what the market offers based on scientific tests, but also in day-to-day use. There is no greater test of fire to prove the effectiveness of an antiperspirant than the hectic routine of Anitta, who is always on the move and challenging her own limits to go further, achieving cultural relevance around the world. No matter how intense your routine is, Rexona continues to protect you when other common antiperspirants desert you.”
Rexona 72h’s patented formula has smaller particles that create a stronger, longer-lasting barrier against sweat and odor. At every sign of movement, the perfume capsules break and the formula forms this protective barrier accompanying consumers to each new challenge.
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