To stretch Rexona into foot odour protection, a category with negative connotations, we created case studies of other brands who had successfully transformed niche categories based on guilt.

This fresh insight opened the global team’s minds and inspired the creation of an aspirational positioning that presented Rexona Efficient as a daily solution. The new product has been successfully launched in Latin America and Europe, with the communication receiving an EFFIE award for effectiveness.

“the brandgym were outstanding professionals with great attention to detail. Their experience and expertise makes them the perfect partner for any marketing team.”
Analia Mercado, Marketing & Communication Planning Rexona

To learn more about how we can help you create an effective, efficient brand architecture, call Diego Kerner on +54 9 11 5058 5900, email him via