With the motto “Pizza Sem Pizza”, the campaign conceived and executed by the Mynd agency is part of the brand’s branded content strategy
Rexona opened “Pizzaria Rexona” in partnership with Rappik and the Itzza pizzeria chain. The novelty will be available from this Friday (8) and will work for 72 hours, ending on June 10, when Pizza Day is celebrated.
In the action, users will be able to buy the brand’s products and, as a gift, win a pizza.
“The nightmare of those who exercise or have that busy day to day is to end up with a nice sweaty mark under their arm, right?! But, to give people the confidence to move around, Pizzaria Rexona guarantees that “pizza” is just the one that is hot and warm — to avoid the one that no one wants to have”, said Paula Paiva, Digital Lead at Rexona.
With the motto “Pizza Sem Pizza”, the campaign conceived and executed by the Mynd agency is part of the brand’s branded content strategy and seeks to be part of the conversations that involve its category in an engaging and native way of social networks.
“The moment we received the briefing from Unilever for the action with Rexona, we immediately activated an area of Mynd that develops strategies from start to finish: from the conception of the idea, through production and media, to the measurement of results. And that’s exactly what we created for Pizzaria Rexona: a creative, innovative action from end to end, but that also reinforces the superior performance of the brand and positively impacts the business”, commented Renan Tavares, director of Mynd.
The Pizzeria will cover three districts of the city of São Paulo (Morumbi, Higienópolis and Itaim) and Rappi Prime users will have a 50% discount on the chosen item, in addition to free delivery.
To find Pizzaria Rexona, simply search for the establishment in Rappi’s restaurant options, choose one of the Rexona antiperspirants on the menu and receive a pizza prepared and delivered by a partner Itzza store.
“The campaign combines irreverence and creativity, in addition to offering clear benefits to users, which is what we seek to promote on our platform. We are excited about the partnership and confident in its success”, declared Patrícia Prates, Rappi’s Marketing Director.
