By uncovering the insight that everyone wants to keep that “shower fresh” feeling all day, we gave women in Taiwan a strong reason to use the product and our brand. One that would take deodorant usage from being occasional and situational to one that forms part of their daily routine.To bring this to life, we invented the “Dryness Challenge” and had Rexona girls walk the city streets of Taiwan in bath towels tasking our young target audience to take the challenge of keeping that shower fresh feeling all day.

Besides driving mass curiosity and word of mouth, the Rexona girls also used this as an opportunity for product sampling and brand exposure.In addition, we integrated the “shower fresh” idea across various media channels to ensure maximum exposure. These channels included:-TV with TV coop-Magazine AD+ADV-Digital-Word-of-Mouth-Ambient

The campaign created a dryness movement!We drove mass curiosity and word of mouth and received unprecedented buzz for Rexona deodorant. Within two months, sales increased significantly by 30.1%, and we generated an overwhelming amount of PR.And we are proud to say that Taiwanese consumers now finally see the advantage of using Rexona and deodorant. All this from engaging consumers in a “fresh” new way.