Challenge: Rexona men has always been eclipsed by the fame of Rexona Women. But now the time has come for Rexona Men to make a name & build its true masculine brand image.

Objective: To boost the brutal image of the brand, using World Cup as a context, Rexona launched the integrated campaign. In the heart of the campaign was a unique online service.

Strategy: To create the unique online service «Football without wives» in order to support Men’s struggle for their right to watch football without wives but at the same time help to avoid any quarrels between couples.

Execution: To promote this service we came up with the legend that the idea of the service belongs to a simple guy Mikhail Sindeev.

Outcome: 120 publications in media, PR Value € 193 500, more than 42 000 signed up contracts and 1,5 million views of video content. The market share uplift rise in June was 66 basic points and the turnover increased by 18% in comparison with the same period last year.

To promote this service we came up with the legend that the idea of the service belongs to a simple guy Mikhail Sindeev. In order for the project to get maximum results, the PR campaign focused on attracting the media’s attention to “Football without Wives”. The project was supported with massive SMM support.

On behalf of Mikhail, the wide crowdfunding campaign was launched. In a few days we got a record amount of sponsors and service collects of $43,000. When non-commercial service “Football without wives” got wide publicity, Rexona Men announced its intention to fully fund the project. Via FOOTBALLWITHOUTWIVES.RU men could sign an “official contract” with his beloved woman, obliging her not to disturb him during the Game. In return, women could experience Rio de Janeiro via a video tour called «Rio without hubbies» and fight for a chance to win a trip to Brazil for two.

120 publications in media, PR Value € 193 500, more than 42 000 signed up contracts and 1,5 million views of video content. The market share uplift rise in June was 66 basic points and the turnover increased by 18% in comparison with the same period last year.