Rexona developed a revolutionary motion sense technology for its deodorants; for every move
you make, it releases another burst of protection. So the more you move, the more it works. Do:More.
Hit by the global financial crisis Portugal’s economy was going through a tough period. Taxes
were raised, bringing down people’s purchasing power.
Gym membership fees reflected a sky high VAT of 23% making it difficult to get new clients.
How can Rexona come up with a solution to get new members to the gym and make them do
more when they have a lot less?
We created a Rexona Do: More gym plan in which a client would only pay for the days they would
NOT go. If you went everyday, they would not pay anything. This plan was taken to Lisbon’s most
important gym through a partnership that brought together Unilever/Rexona and Clube XII.
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