Today it’s more important than ever for companies and brands to take a stand within important and affecting subjects, such as equality, diversity, sustainability etc. We reacted to the gender fixated products from Rexona; both in their choice of name, shapes and design. Owned by Unilever (who claims to be a champion of gender equality) we saw an opportunity for improvement. Also, fast-moving consumer goods such as deodorants rarely get this kind of attention and it's a field that's in need of including communication.
FOR EVERY MOVEMENT, FOR EVERYONE
This concept and relaunch of Rexona is reminding us that sweat is unisex. Inspired by nature and movement, the campaign and new product is made to take Rexona to a new level – into a contemporary and including brand suitable for anyone.
Moving material for digital channels was the obvious choice of communication for the campaign, based on the core of the project.