Normalising full-body sweat.
Rexona is breaking taboos around body odour with the launch of its new whole body deodorant in a new campaign via Mindshare and Ladbible.
The campaign taps into Aussie slang and humour to normalise full-body sweat and odour, aiming to redefine the deodorant category and reflect real-life customer concerns.
“Humour has long been a way of tackling uncomfortable topics – and who wants to talk about body odour, let alone experience it!” said Rexona personal care director Anna Tracey.
“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.”
The campaign includes outdoor, TV, video and social content, all built around the strategy to “hero the bits below the pits”.
“Everyone smells a little bit beyond the pits, and that’s totally okay!” said Rexona brand manager Jack Collins.
“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.”
The campaign includes outdoor executions at locations including Flinders Street Station.
“Mindshare was excited to 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,” said Mindshare's connections planning director Elizabeth Gulliver.
“This campaign highlights how bold and creative media can not only connect with consumers but bring them in on the joke!”
Hogarth's content strategy director Lilli Lo Russo 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," Russo said.
"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
