Rexona has launched a whole-body deodorant aimed at expanding its presence in the deodorant market and addressing conversations around body odour with media agency Mindshare.
The brand partnered with Ladbible to explore the various nicknames Australians use for different body parts to connect with Australian consumers.
The digital media publisher conducted interviews nationwide, from university campuses to retirement villages, gathering insights into the local language used to describe the body.
These findings shaped Rexona’s campaign to help the brand communicate in language familiar to Australians.
Rexona found that Aussies love a nickname, and they have one for just about everything, even your feet – a.k.a ‘moneymakers’.
“Humour has long been a way of tackling uncomfortable topics – and who wants to talk about body odour, let alone experience it!” Anna Tracey, Personal Care Director at Unilever, said.
“With only 1% of body sweat coming from underarms, odour is not limited to armpits, and we know that over 50% of Aussies are not currently satisfied.
“That’s why we are proud that our R&D experts have cracked a solution: new whole body deodorants that use Unilever’s exclusive odour-adapt technology to adapt to the varying odours found in different parts of the body.”
Jack Collins, Brand Manager, Rexona, said: “Everyone smells a little bit beyond the pits, and that’s totally okay! Rexona is on a mission to normalise it and break the taboo of body odour.
“Our partnership with Ladbible has allowed us to tap into Aussie slang and colloquialisms, embedding Rexona into the fabric of Aussie culture”
Jack Collins: ‘Everyone smells a little bit beyond the pits, and that’s totally okay! Rexona is on a mission to normalise it and break the taboo of body odour.’
Media agency Mindshare and Rexona developed a strategy to highlight areas of the body beyond underarms, using collected nicknames in outdoor, television, video, and social media advertising.
Mindshare Connections Planning Director, Elizabeth Gulliver said: “Mindshare was excited partner with Rexona to bring to life a media strategy that tapped into the Australian sense of humour through a number of high-impact media executions and creative assets.
“This campaign highlights how bold and creative media can not only connect with consumers but bring them in on the joke!”
Station takeovers in Sydney and Melbourne featured creative messaging aimed at capturing commuter attention as part of the brand’s out-of-home campaign.
Lilli Lo Russo, Content Strategy Director at Hogarth, said: “Rexona knows how to lead in a world where culture moves at lightning speed. For the Whole Body Deodorant launch, we joined forces with our brothers & sisters at WPP Media to create culturally charged content, blending absolute relevancy with dynamic automation and scale.
“Powered by WPP Open and Hogarth’s craft, we ensured Rexona didn’t just keep up – they set the pace, delivering work that’s as impactful as it is flawlessly executed. A true collaboration built for the now.”
Credits:
Unilever
Anna Tracey, Personal Care Director
Alison Holland, Head of Media and Digital
Silke Broers, Rexona Marketing Manager
Jack Collins, Rexona Brand Manager
Alana Dalgleish, Rexona Social Content Lead
Mindshare
Elizabeth Gulliver, Connections Planning Director
Elliot Eldridge, National Head of Strategy
Laura Fell, National Head of Connections Planning
Oliver Poiner, Implementation and activation manager
Yang Sun, Implementation and activation manager – Performance
Hogarth
Lilli Lo Russo, Content Strategy Director
Alice Charlton, Head of Addressable Content
Hayley Cascun, Studios Operation Director
Belle Kringas, Senior Integrated Producer
Tom Arias, Creative Design Technologist
Production/Design/Retouching Team
Generator United
Darren Bailey, Founder