Campaign aims to explain the ‘protection metrics’ of the brand’s antiperspirants
Rexona presented its new campaign that aims to position the brand as an ally of Brazilians in busy days.
The creative concept for the piece is based on a recurring question from consumers about how the “protection metric” that the antiperspirant market uses to demonstrate the degree of effectiveness of products works.
Composed of a video and a challenge for consumers, the campaign communicates, in a playful way, the intensity of protection provided by the brand’s 72-hour product.
“Brazilians work hard to complete a series of tasks in their daily routine and, often, the days seem to last more than 24 hours. The campaign addresses exactly that: bringing real situations from everyday life, showing that Rexona guarantees superior protection* against sweat and odor ’72 hours a day'”, explained Viviane Ramos, Marketing Director for Deodorants at Unilever.
To communicate with Brazilians, the brand invited influencers such as Laura Brito and Igor Cavalari, Igão do Podpah, to show their routines in “Get Tired With Me”, videos inspired by the “Get Ready With Me” trend, and challenge consumers to do the same.
To further spread the message, Rexona also teamed up with Favela Digital to tell the stories of everyday life in Brazilian communities.
“We put consumers as protagonists in this campaign by encouraging them to record their busy daily lives and how each person faces these more intense moments without sweat and odor. In addition, the campaign also shows an educational side by explaining the issue of the ‘protection metric’, reinforcing to Brazilians that Rexona 72h deodorants do not only mean long-lasting time, but also effective protection on intense days”, added Viviane.
