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Destination

During spring 2008, Unilever in Sweden chose to turn all the deodorants in the Rexona portfolio upside-down so that the deodorant would stand on its lid.  The new design would of course improve functionality and make application smoother for the consumers.

The marketing challenge in this case was to create awareness and interest around the new product innovation and thereby generate sales.

Platform

Deodorant is a relatively unsexy low-interest product and with the articulate advertising fatigue in the target group, making the communication reach all the way is a struggle. An innovative media solution can naturally contribute positively here.  A strong positive effect can be achieved if reaching the target group in an expansive mood, relaxing and doing something self-elected and enjoyable.

Rexona's target group is Women 25-44. Despite the fact that TV viewing is decreasing generally and so too in this target group, there are still strong TV formats that are attractive to the target group. Many times, TV is a very powerful media channel when demonstrating product innovations and in the case of Rexona, the new upside-down function was to be emphasized. It was however important to find a context that was relevant and engaging to the target group.

The media strategy was to use the strongest girls' night on TV3's, Girlilicious, as the ultimate carrier of Rexona's message. Thanks to Viasat's liberal and creative ways of working, there was a possibility of turning the whole program schedule upside-down, completely in line with what was to be communicated. This solution would meet the possible Rexona consumers in the right element, being relaxed in the couch in front of their favorite shows and would be sufficiently distinctive to stick out and attract attention.

The sponsorship idea was complemented with regular spot buying to generate an understanding of the product benefits. As we know that the Rexona target group also enjoys the weekly luxury of reading favourite magazines we found it relevant to add some other expansive media solutions such as magazines, OOH and the TV3 website as a complement to TV.

Design & Delivery

TV3's strongest prime time girls' night, Girlilicious with the shows Crowned, Project Runway and Pussycat Dolls, has a great affinity in the target group and was the exemplary carrier of Rexona's message. Rexona simply turned the Wednesday night upside down. All of this was created, implemented and produced exclusively for Girlilicious and was a media first in Sweden.

The program trailer was turned upside-down with a little Rexona message stating that: "sometimes upside-down is the right way up".

Moreover, exclusively produced billboards in connection to the show were turned upside-down and ended by stating: "Programs in cooperation with Rexona - quite simply upside down. "

There was also an interstitial turned upside-down on the starting page of tv3.se with the same message as above. Other expansive media solutions, selected womens' magazines and OOH formats, were also turned upside-down and Rexona had nation-wide product demo events in-store.

Effectivity

Rexonas upside-down campaign was extremely cost-effective and cleverly targeted and we claim to have achieved great awareness levels, when as many as five million contacts with minimal spill, and 36 % of the target group have been reached through the creative sponsorship of Girlilicious alone.

As many as 120,000 unique individuals on tv3.se were met by Rexona's message.

And finally, sales in the entire Rexona product portfolio increased by a great 25% between Q1 and Q2.