Rexona is a leader because she is seen has a brand of trust: always innovative with simple products that target all the family. However, because consumers tend to forget it was the pioneer on the deodorant market, Rexona needs to have a strong image through the media in order to be memorable and increase her brand awareness. Yet, if we compare her with Narta who always uses a memorable blonde actress dancing arms in the air to show she has no white-trace under her arms on the same music in every commercial since decades, or if we compare her with Dove who plays on the softness, or even with Axe which has a very memorable communication plan (playing on the seduction), Rexona has difficulties to do so.
This is why this year Rexona has launched a new campaign for her new product category “Motion Sense”. In the TV commercial, she uses a celebrity endorser (Laeticia Milot, actress in “Plus Belle la Vie”) who is wearing a –kind of annoying- bracelet that jingles at every movement. This is to show that we are in permanent movement during the day, and so that “Motion Sense” will better fit your needs in terms of transpiration because it will activate at each of your movement.
In this campaign, we have a memorable actress, a memorable sounds, so Rexona might find a way to compete with other brands famous campaign.
Also, in the new men deodorant campaign, she emphasizes on her leader status by concretely saying “From the brand N.1 around the world”. She also reminds to the audience why they could be seduced by her products by adding “Rexona will not let you down”. By focusing on the main characteristics of the brand –leader and a brand of trust, this campaign is also a good way for Rexona to be memorable.
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