Context

One of the consequences of the COVID-19 pandemic was a certain lack of concern among people regarding their clothes, hair and, unfortunately, even some personal hygiene habits. And some continued to do so even after they returned to the streets. Worse still, these people stopped caring about basic hygiene even in the closed environments of gyms.

Insight

We created an alarm system attached to the watch that, in addition to alerting consumers about the time to go to the gym, shouted (yes, shouted!) to them not to stop using Rexona deodorant.

To lead this activation, we chose a Brazilian influencer known for speaking her mind without filters and who, at the time, was starting a strong physical reconditioning program.

Research

During the pandemic, economic hardship led to some layoffs and instability caused many families to cut back on spending.

Deodorant was one of the items cut from the shopping list, since no one was leaving the house.

However, the decline in use continued after COVID-19, causing the brand to have to issue a warning. The chosen path was humor.

Read more