Campaign details
Agency: Mindshare PhilippinesRegion: APAC
Strategy
Objective
Rexona aims to penetrate the teens segment and make Rexona the deodorant of choice for teens who are first-time deo users.
Target Audience
Teens are the largest segment of non-deo users which Rexona aims to capture. However, previous precision marketing efforts are not differentiated enough to deliver the benefit messaging for that age group. In addition to this, overall deodorant brands in the Philippines do not specifically communicate to teens. Given this, the step up is on creating a unique and memorable messaging strategy to teens, leveraging the hottest...