Challenge: In 2014, Rexona Portugal faced the challenge of becoming socially and emotionally relevant to its consumers, following the example of its “sister brands” Dove and Skip in the search for a Brand Purpose. Continuing the Brand Journey started in 2013 with the Gym Plan Do: More, Rexona wanted to go even further in 2014, becoming closer to consumers and making its brand claim real by showing that Rexona does in fact more.
Output (results): Mobilize the Portuguese people to Do: More by contributing to a national cause. To attain this goal we created a dynamic that convert individual effort into collective gain – for each kilometer ran in the affiliated gyms, Rexona donated 1€ to a cause: the creation of the first national school of Adapted Athletics.
Then we choose a Brand Ambassador that represents everything the brand believes in: Jorge Pina, a Professional boxer who became a runner and marathoner after losing his eyesight, going on to represent Portugal in the Paralympic Games.
Together, Rexona, Jorge Pina and the Portuguese ran for more, reinforcing the campaign claim: “Where there is a will, there are no limits.”Read More