The campaign started with one week of buzz under the head-line: “Romanian women do it five times less than English women”. Activated by the head-line which appeared in the main newspapers and also by internet banners, the most known show hosts, both from TV and radio, were trying to solve the mystery (free PR was generated).After one week of questioning the headline, through a media event, the big secret was revealed: “Romanian women use five times less deodorant than English women”. The endorser of the campaign was presented: a Romanian VIP (Jojo -a young and funny singer and actress), who took the challenge: ONE WEEK WITH NO DEO.

Jojo kept us informed about her experiences during the “no deo week” through TV Pills (inserted in morning and prime-time shows) and through her online diary. She was also invited to talk about the experiment in well-rated TV shows.

The campaign was of real interest for the media. It was a full story, and it had a flow. Although it had an educational objective, it managed to be light hearted; even entertaining.Rexona’s campaign has been a key topic in media for more than one month: 90 press articles, 4.768 square centimetres of print articles; print audience - 2.2 million people, online audience - 9.2 million people, estimated TV reach – 70% (13.300.000 users), estimated radio reach – 45% (2.909.250users).Deo consumption per capita grew by 15% (June 2008 vs. June 2007) and Rexona’s value market share increased by 2.4% (June 2008 vs. June 2007).