An extremely linear insight powered the promotion. To increase sales we needed to get guys to work up a sweat, to achieve this we needed them to play more sport, to make sport more accessible, we needed to give them balls. We worked with Rexona ambassador and Australian Cricket Captain, Ricky Ponting and created Ricky’s Million Ball Mission. We developed a visual identity, then we branded a million sports balls. Ricky launched the mission in front of the nation’s media, accompanied by the sport minister. Balls could be redeemed online, at major sports events, through newspaper partnerships and retailer competitions.

Sport mad Australia, got into Ricky’s Million Ball Mission. Ball games started springing up everywhere, guys were actually getting more active. Thousands of dollars in free PR was generated, in print, TV, radio, online. People were genuinely engaged; so far 100,000+ individuals visited the campaign website, 10,000+ have entered the retailer competitions. Most importantly sales and share growth significantly exceeded targets. Sales grew 17.6% YTD vs last year. A record 35% market share was achieved. The promotion will go on working through the branded balls, for years to come.Rexona Men brand has grown +23.1% nationally.

Achieved record share in Deodorants of 35% in p2 2008.