As the country’s leading deodorant brand, the job of recruiting new users is a continuing growth effort for Rexona. The teen market constitutes the biggest market development opportunity for the brand. Only an estimated 15% of the 10 million teenagers in the Philippines use deodorant–a huge potential for product penetration. But talking to Filipino teens is a formidable challenge. They are overmarketed–exposed to a multiplicity of messages from different brands in various categories–and notoriously averse to being talked to. Rexona engaged its teen audience by making itself part of their lifestyle through fun and exciting experiences, and won more teens to the brand than it set out to do.

To successfully recruit the youth market that make up majority of non-deodorant users, Rexona positioned itself to their lifestyle. Rexona’s global DO: MORE philosophy connects with teens that value experience as social currency. Clearly for them, brand relevance is built through participation more than just communication.

Rexona’s role as enabler and instigator of teen lifestyle cannot be more apropos. More activities induce sweat and body odor, which in turn heightens the risk of social embarassment. With Rexona protection, teens can freely engage in the experiences they seek, and confidently move in thesocial situations that provide personal affirmation and validation.

1. Rexona's KPI of increasing deodorant penetration of households with teens was achieved by over +200 points

2. Penetration grew from 13.8% to 16.6%, the first time since 2013.

3. Rexona reached its highest values sales in 3 years, increasing by +100 points

4. Sales grew, ending 2014 with 10% core growth

5. The dance anthem was the most downloaded song online via Myx Mobile and Soundcloud (700,000 downloads and streams)

6. Gained more than 1.8 Billion digital impressions