Rexona: Do the #RexonaFirstDayVibe

Rexona partnered with two of the main cast from hot teen series Lyric and Beat for the launch of First Day Vibe to penetrate the teens segment, make Rexona the deodorant of choice for Filipino teens who are first-time deo users, and increase relevance.

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...

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