Unilever: Keep Moving More with Rexona

For Myanmar's female consumers, deodorant means Nivea. The brand had been in the market for more than twenty years and was the one most women had used for most of their lives. Rexona, Unilever's global number one deodorant, officially entered in 2016 and relaunched in 2019. The forecast was positive, but the brand still had to recruit consumers and build awareness against a habit two decades deep, and then COVID-19 closed the gyms, offices and shops where people usually think about sweat.

Ruder Finn Era saw lockdown as the opportunity rather than the obstacle. Most consumers were at home for long periods with little chance to move, and a deodorant brand had a legitimate reason to help them.

Keep Moving More with Rexona was a livestream event aimed at both women and men, giving them a way to exercise at home, sweat and still keep odour under control with Rexona. The product's role was demonstrated rather than claimed, and the live format gave media something to attend and cover at a time when physical events were impossible.