Rexona created DispersaOdor, an alarm clock to remind people to use deodorant.
According to the note sent to the press, the idea came from an outburst by singer Jojo Todynho about “friends who love to hug, but forget about deodorant.”
The alarm clock, which has seven phrases recorded in the singer’s voice and the shape of the brand’s logo, only stops ringing when the deodorant is removed from the base.
The device, in addition to an alarm clock, is a bluetooth-activated speaker that, according to the brand, serves to encourage people to move, whether through dancing or sports.
Incorporated into the brand’s real-time content strategy, the idea was created in partnership with U-Studio, Unilever’s in-house agency led by Oliver.
“In current times, it is necessary to be present and aware of what happens on social channels, but, more than that, knowing the right time to interact. As the leading brand in the segment, Rexona has a duty to be part of the conversations that involve our category – thus, we managed to reverberate our messages and reinforce that Rexona really does not abandon at any time, whether on a daily basis, moving or reacting in a way creative and unusual to a meme, for example.” commented Paula Paiva, Digital Manager for Rexona.
In addition to activation with digital influencers, consumers will be able to compete for DispersaOdor in a Twitter drawing of the brand.
“This is one of those actions that make any creative happy, as it is born from popular culture and uses technology as a great ally to creativity. More than that, it still shows what it’s like to create in current times: a very quick response to social networks and conceived in collaboration with the teams of U-Studio, Unilever and Jojo. By the way, there would be no better person than Jojo Todynho to wake us up, cheer us up and make us move without forgetting Rexona”, added Luis Constantino, CCO Latam at Oliver.
