With Martha Stewart.
Rexona has partnered with Martha Stewart to teach how to apply whole body deodorant in a campaign via Thinkerbell.
“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,” said Rexona ambassador Martha Stewart.
“As the queen of how-tos, I loved the idea of showing Australians how to stay fresh with Rexona’s Whole Body Deodorant.”
Unilever personal care director Anna Tracey said that with Rexona Whole Body Deodorant, they're redefining what freshness means for Australians, because 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,” Tracey said.
“And who better to bring freshness Down Under, than Martha Stewart with her signature class and cheeky charm."
The campaign is live across owned, earned and influencer channels.
"Martha Stewart and Rexona are not two names you think go together, but that is exactly what makes them the perfect pair,” Unilever brand manager Jack Collins said.
“The juxtaposition of their brand identities is what gives this asset the friction it needs to get people talking about whole body deodorant. A collab for the decades!"
“Who better to show Aussies the ropes than the queen of lifestyle instruction herself, Martha F#%#!&g Stewart,” said Thinkerbell head creative tinker Cat Williams.
“This work is a fun twist on the classic how-to, with Martha taking Rexona to places it’s never gone before, literally.”
Thinkerbell general manager Phillippa Netolicky said this work marks the beginning of a brilliant emerging partnership 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
