Martha Stewart has teamed up with Rexona and independent creative agency Thinkerbell to launch the brand’s new Whole Body Deodorant in Australia, bringing her signature how-to style to a cheeky new category play.
The campaign introduces Unilever’s Rexona Whole Body Deodorant, a product designed for all areas outside the underarms, including the more intimate ones. Described as a “category-first innovation,” the launch aims to spark conversation around full-body freshness.
The centrepiece is a tongue-in-cheek instructional video titled How to Apply Whole Body Deodorant, in which Stewart trades her typical domestic duties for a crash course in comprehensive freshness. “In a place like Australia, where the sun is always shining and life moves fast, staying fresh from morning to night can be quite the challenge,” Stewart said. “As the queen of how-tos, I loved the idea of showing Australians how to stay fresh with Rexona’s Whole Body Deodorant.”
Anna Tracey, Personal Care Director at Unilever, said: “Odour doesn’t stop at your underarms, and neither should your deodorant. As a true category-first innovation, it called for a launch partner who could turn heads and start conversations. And who better than Martha Stewart with her signature class and cheeky charm.”
The campaign rollout began with a tease: a clip of Stewart on set with a mystery man, sparking tabloid speculation before being revealed as part of the ad campaign.
From there, the activation expanded across owned, earned, and influencer channels, with a mix of beauty, lifestyle, and DIY creators posting their own takes on the how-to theme.
Jack Collins, Brand Manager at Unilever, said the unexpected pairing was intentional: “Martha Stewart and Rexona are not two names you think go together, but that is exactly what makes them the perfect pair. The juxtaposition of their brand identities gives this campaign the friction it needs to get people talking.”
Cat Williams, Head Creative Tinker at Thinkerbell, added: “This work is a fun twist on the classic how-to, with Martha taking Rexona to places it’s never gone before, literally.”
Phillippa Netolicky, General Manager at Thinkerbell, said the campaign signals the start of a broader relationship with Unilever: “We’re bringing measured magic to many of their brands, as we work with them to transform their marketing activity.”
Credits
Creative and earned: Thinkerbell
Client: Unilever
Media: Mindshare
Production: Rabbit
Post Production: The Editors
Sound: Electric Sheep Music
Stills: Pool Collective