DM9 will handle all strategy and campaign creation for the Rexona brand in Brazil, including advertising, social media and content. The agency was initially called to present its credentials for a project involving the Rexona Clinical antiperspirant deodorant.
After this process, which involved two months of work, Rexona invited DM9 to be the brand’s lead agency. Launched in Brazil in 1967, Rexona, one of the personal care brands of consumer goods giant Unilever, is the leader in the Brazilian antiperspirant deodorant market and has been the first brand in the category that comes to mind for Brazilian consumers for 16 years, according to the Top of Mind survey by the Datafolha Institute.
“This is an incredible opportunity for us to develop campaigns that are impossible to ignore for this giant brand, which is already so powerfully present in Brazilian homes. Being invited to put our creativity at the service of Rexona is an indication that we are on the right track,” emphasizes Icaro Doria, CCO of DM9.
“Rexona is present in the lives of millions of Brazilians, inspiring consumers to live with confidence. We are a brand that ‘Will Not Let You Go’, a message that connects to our functional purpose, which is to provide superior protection. To this end, we have actively participated in major moments of emotional connection with consumers, such as Carnival, major reality shows, sports competitions, among other special moments. The partnership with DM9 enhances our creative concepts with new strategies to strengthen the brand’s longevity in the lives of Brazilians”, highlights Viviane Ramos, Marketing Director for Deodorants at Unilever.
